Up till now [the development of proto-consciousness], we can suppose, nervous systems solved the "Now what do… — Daniel Dennett

Minds are in limited supply, and each mind has a limited capacity for memes, and hence there is considerable competition among memes for entry in as many minds as possible. This competition is the major selective force in the memosphere, and, just as in the biosphere, the challenge has been met with great ingenuity. For instance, whatever virtues (from our perspective) the following memes have, they have in common the property of having phenotypic expressions that tend to make their own replication more likely by disabling or preempting the environmental forces that would tend to extinguish them: the meme for faith, which discourages the exercise of the sort of critical judgment that might decide that the idea of faith was, all things considered a dangerous idea; the meme for tolerance or free speech; the meme of including in a chain letter a warning about the terrible fates of those who have broken the chain in the past; the conspiracy theory meme, which has a built-in response to the objection that there is no good evidence of a conspiracy: "Of course not – that's how powerful the conspiracy is!" Some of these memes are "good" perhaps and others "bad"; what they have in common is a phenotypic effect that systematically tends to disable the selective forces arrayed against them. Other things being equal, population memetics predicts that conspiracy theory memes will persist quite independently of their truth, and the meme for faith is apt to secure its own survival, and that of the religious memes that ride piggyback on it, in even the most rationalistic environments. Indeed, the meme for faith exhibits frequency-dependent fitness: it flourishes best when it is outnumbered by rationalistic memes; in an environment with few skeptics, the meme for faith tends to fade from disuse.

In a Thumbnail Sketch here is [the Multiple Drafts theory of consciousness] so far:There is no single, definitive "stream of consciousness," because there is no central Headquarters, no Cartesian Theatre where "it all comes together" for the perusal of a Central Meaner. Instead of such a single stream (however wide), there are multiple channels in which specialist circuits try, in parallel pandemoniums, to do their various things, creating Multiple Drafts as they go. Most of these fragmentary drafts of "narrative" play short-lived roles in the modulation of current activity but some get promoted to further functional roles, in swift succession, by the activity of a virtual machine in the brain. The seriality of this machine (its "von Neumannesque" character) is not a "hard-wired" design feature, but rather the upshot of a succession of coalitions of these specialists.The basic specialists are part of our animal heritage. They were not developed to perform peculiarly human actions, such as reading and writing, but ducking, predator-avoiding, face-recognizing, grasping, throwing, berry-picking, and other essential tasks. They are often opportunistically enlisted in new roles, for which their talents may more or less suit them. The result is not bedlam only because the trends that are imposed on all this activity are themselves part of the design. Some of this design is innate, and is shared with other animals. But it is augmented, and sometimes even overwhelmed in importance, by microhabits of thought that are developed in the individual, partly idiosyncratic results of self-exploration and partly the predesigned gifts of culture. Thousands of memes, mostly borne by language, but also by wordless "images" and other data structures, take up residence in an individual brain, shaping its tendencies and thereby turning it into a mind.

When a portion of the world comes in this way to compose a skein of narratives, that portion of the world is an observer. That is what it is for there to be an observer in the world, a something it is like something to be.