Memetics is also a bunch of hooey

These are the things that help increase fitness, but fitness is still the ability to reproduce better.

Um… That advantage is what makes it able to produce more copies.

That’s like saying there is nothing inherently superior or inferior about a martial arts champion until he is tested against an opponent in the ring. What’s your point?

There’s nothing inferior or superior about a gene until is it utilized in an organism and has a chance to spread through the population.

And memes reproduce by methods other than ‘evaluation’.

Well, depends on your definition of good idea and bad idea. But yes, morally “bad” or “destructive to human happiness” type ideas can be more fit (persist in culture longer or better) than “good” ideas. This just reinforces the idea that persistence = fitness.