I agree with the analysis that (2) is the way to go.

Accepting faith as an evolved Memeplex, it is probably well adapted to the communications model of the past few centuries. By intelligent design of some memes however, a determined rationalist community should be able to gain an edge here, as a designed memeplex could be better adapted to the modern media situation.

A concerted effort in this direction should identify common traits of well spreading memes, and design new memes or attach payloads to old ones. Think "saving cute kittens via rationality" on youtube. Depending on the available resources, one might even be able to subdue newly spreading memes with a new variant including the desired payload.

Is anybody aware of data about which memes spread how fast and any kind of analysis about the relevant factors?