Much of it stems from his work on evolution by natural selection as a metaphysical (rather then a biological) theory, a definitely worthwhile "philosophy of science" contribution to the atheism debate.
This allows you to take fluff level stuff (eg Seth Godin, "ideavirus") & put it in to a serious framework, the subject of this article. Memes, Memoplexes, whatever is to organism as meme is to gene (is there a word for this?) It also gives you a framework for evolution as an example of non-god creation. This has to me been a real eye opener. If you want a modern contributor to the discussion who has contributed tangibly, Richard Dawkins is one of the top candidates.
This article is not just mindless, it uses provocative (and perhaps shrill) analogies, but it is argued.
The subject of this article is an area where Dawkins has made more novel contributions & is more qualified than "Ancestor's Tale," which is not based (according to me recollection) on his own work and is written intentionally as a popular science book.
In my opinion, you either you exclude the whole topic as inherently shrill or you admit Dawkins.
#Now we are the ones being shrill.
[edit] I don't want to sound like too much of a fan. I am not advocating that Dawkins be unchallenged. I am advocating that he has earned a hearing. There is all sorts of stuff in this article I am not satisfied with. EG "4 Is Science a Virus"