Bleg: Do Memes Matter to You?

For those doing or training to do academic research on linguistic and/or cultural evolution: Do memes matter to you?

I've got the impression that the issue that I've been chewing on recently, the appropriate account of memes of, if you prefer, the cultural analog of the biological gene, is mostly a theoretical one and has, so far, little bearing on empirical issues. However, I've also got the impression that most of the work on cultural evolution in the past decade or so has been empirical, either analysis of real-world data of one kind or another, or running simulations, and that the appropriate definition of meme doesn't matter. You count what you can count. What matters is the quality of the raw data and the quality of the analysis.

If that is so, who cares about memes?