Memetics is the study of information and culture based on an analogy with Darwinian evolution. Proponents describe memetics as an approach to evolutionary models of cultural information transfer. Memetics describes how an idea can propagate successfully, but doesn't necessarily imply a concept is factual. Critics contend the theory is "untested, unsupported or incorrect". It has failed to become a mainstream approach to cultural evolution as the research community has favored models that exclude the concept of a cultural replicator, opting mostly for gene-culture co-evolution instead.