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Hayek uses this insight to explain how the concepts (memes) of free markets and trade have evolved over time independently of anyone's particular planning or design. Although he doesn't use this terminology (he calls it the "extended order"), Hayek explains how individual humans have carried these memes through time and civilisations simply by going along with their selfish businesses, without really being aware of the meme's incredible achievements (trade and markets) and importance to the survival of civilisations.
I recommend "The Fatal Conceit" to anyone who has an interest in memetics, politics, and economics.
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+See Also: Friedrich Hayek