For info regarding "the tree of knowledge" as well as pleasure/"love" and creativity, see Education = Entertainment = Conception of Values often by combining two or more memes.
Entertainment can mean temporary pain, such as fear. ( References: "Luna Eclipsed". )
Love was not the last word of memetics.
Like it or not, in the Selinaverse and Shlomiverse, pleasure (and a possible precluding temporary pain), education, and creativity/conception are intertwined. While we can imagine realities where they are not, they will be, well, different to ours.
The education of the participants happens in all directions:
I learned a lot from my teachers, and from my friends more than my teachers, and from my pupils the most.
All meme-generators involved change.
Also note that leadership, politics, and marketing, all involve a large degree of applied education.