Nature is full of recurring patterns. Trees and rivers and lightning streaking down the sky share a structural similarity, a base form that branches off into smaller copies of itself.
You can’t see it visually (except in diagrams), but natural selection is the exact same fractal pattern.
And so is memetics: ideas branch into mutated copies of themselves.
Fractal branching is universal. Whether we’re talking about matter or ideas, we are bathing in the same river.