It's easier than ever to share ideas, yet some of the most interesting ideas are burrowing deeperunderground, circulating quietly among group chats, texts, and whisper networks. Whilememes – self-replicating bits of culture – thrive in an attention-driven economy, other ideas arebecoming strangely harder to find. Antimemetics: Why Some Ideas Resist Spreading exploresthis paradox, uncovering the hidden forces that determine what we remember, what we forget,and why some ideas – no matter how compelling – resist going viral.