Until recently, social scientsists have been terrified of applying ideas of evolution to society. Theories like memetics and sociology of science (how ideas come to gain strength) and other things within social psychology have been killed for fear of being too conservative. After all, the Nazis and robber barons used social darwinism to justify exploitation and even murder. Sociologists hate exploitation and shy away from conservativism.
But guess what? Evolution has become branded liberal again! Everything evolution is liberal, so we're seeing an explosion of ideas of evolution applied to ideas themselves, from studies of internet communications to studies of scientific fads; even to the sociology of sociology!
So thank you, Kansas.