Rocketboom tapped some of the PhDs of the meme world, asking the greatest minds from ROFLcon about what makes a meme go meme.

Only the most observant and cerebral viewers of this in-depth Rocketboom report (hosted by Caitlin Hill) will notice that McDonald’s Grimace walked by. Grimace, once thought to be evil, was dismissed from the McDonald’s crew in 1989.

Featured in this report are “moot” from 4chan, Ben Huh founder of the Cheezburger Network, Jamie Wilkinson and Kenyatta Cheese from Know Your Meme, and Greg Rutter of Youshouldhaveseenthis.com. The report includes footage of a panel called “Mainstreaming the Web.”

Hill also interviews Tim Hwang, founder of ROFLcon & Jonah Peretti, founder of BuzzFeed and co-founder of the Huffington Post.

Hill could not verify reports that moot’s parents have grounded him and will not allow him to attend ROFLcon 3.