What, you ask, is invariant memory? It’s this: anybody can look at a cat and tell it’s a cat. They can even look at a lion or a cougar and tell that it’s a cat, too. But there’s no such thing as the perfect cat, or the cattiest cat–an absolutely generic cat. The problem with logos versus cats is that logos exist purely unto themselves. A starbucks logo is what it is, and only what it is. Because logos are absolute rather than a variant, the brains of [logosuppressives] were unable to read them. Capitalist time bombs? Darwinian masterpieces?
Douglas Coupland, Generation A.