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Theory: Fitness is directly correlated to how much useful knowledge you can embody. An individual brain doesn't actually "store" this, rather, it slices the environment into chunked abstract concepts. The brain then re-recognizes those concepts. We store knowledge in nature.
Where this really compounds is when that knowledge is stored in other people, or networks of people. where this really really compounds is when language is invented. where it really really really compounds is when we start creating tools to manipulate language. (programming)
