Isn't it more likely that someone realizing that they have been subverted by a selfish meme would be trying to self-modify?

I struggle to understand what is going on there as well. I think some of these folk have simultaneously embraced a kind of "genes=bad, memes=good" memeplex. This says something like: nature red in tooth and claw is evil, while memes turn brutish cavemen into civilized humans. The memes are the future, and they are good. That is a meme other memes want to associate with. Obviously if you buy into such an idea, then that promotes the interests of all of your memes, often at the expense of your genes.