(2) The Principle of Survival Struggle of Cultural Creative Ideas:

Fact 1: People's ability to accept cultural creative ideas is limited;

Fact 2: Cultural creative ideas increase and be reproduced faster and faster;

Conclusion: Most cultural creative ideas cannot be accepted by the public.

Commodity innovation belongs to cultural creative idea. Britt's theorem, proposed by British advertising expert S Britt, points out that the commodity is not advertised, just like a girl delivering a lovely glance to a young man in the dark, and only she knows.

(3) The Principle of Generalized Evolution of Cultural Creative Ideas:

Major premise: The superior variations of cultural creative ideas are easy to be accepted by the public and exist for a long time, while the inferior variations of cultural creative ideas are easy to be eliminated.

Minor premise: Most cultural creative ideas cannot be accepted by the public.

Conclusion: The inferior variations of cultural creative ideas are bound to be eliminated, and only a few of cultural creative ideas with superior variation can be accepted by the public and exist for a long time.

The civilization we see today is only a small fraction of the total human civilization, most of which has died out. These include the total extinction like the Mayan culture, as well as the part extinction during the emergence and development of existing civilizations. However, some contents may be rediscovered, including the discovery of relics of the past (not only ancient), and the discovery of written symbols of the past. Once discovered, it may be accepted by people, or it may be put back under dust.

People's negation of cultural creative ideas includes the negation of ideas and the negation of symbols. In ancient times, when people disapproved of a prescription or a book, they not only stopped reading it, they threw it away or burned it. Therefore, cultural creative idea that is not accepted by others cannot survive for a long time. Modern society has the idea of preserving archives, and the state has the system of preserving archives and books. This system means that there will always be people who accept these cultural ideas, even if they do not want to read or study them, but at least they will preserve the symbols. Therefore, during a long time the rate of increase of the number of people who accept these cultural ideas will not be less than the rate who reject them. The two rates will be equal for a long time for books that have been buried in dust.

3.2.4 The Principle of Natural Selection, Survival Struggle and Generalized Evolutionary of Cultural Gene

Words and symbols are the memes (cultural genes) of human being, and cultural creative ideas can be preserved in the form of cultural gene. The gene of organism cannot be separated from the phenotype, once all the biological individuals of a species have died, the genetic material of that species does not exist. However, human memes of human individual can exist independently, and memes such as text, drawing, model, and video can be preserved for a long time. So theories and all kind of cultural creative ideas can come to light after buried thousands of years and be accepted by the public.