Memes are visual representations of ideas that propagate by themselves. It is difficult to precisely define a meme. This definitional vagueness can be viewed as an attribute (i.e., a feature not a bug). Vagueness allows memes to be visual representations of anything tangible or intangible. In this way memes transform old ideas and assets into something new. However, this transformation risks oversimplifying multifaceted concepts into a simple icon. Oversimplification can lead to distortions in meaning and value.