The ideas that spread are the seductive ones. True ideas are often ungainly, inelegant, slippery, and easy to forget: they don’t rhyme, they can’t become an acronym or earworm.
Truth is destined to lose the popularity contest unless it finds fertile soil.
That requires an inverse pleasure principle: a deliberate taste for the awkward over the easy, an embrace of the ungainly over the elegant, and an instinct to reject the catchy line in favor of complexity.