The way ancient memes "work" has to do with a repetition of some sort and one's memories, similarly to Andy Warhol's art, where the artist shows very familiar daily objects, such as Brillo boxes or Campbell's soup cans, in a new - unexpected - gallery environment and makes people look at these daily objects from a different perspective. Similarly, the scent sparked by 'ancient memes' can blend nostalgia, familiarity, just lightheartedness, and... sheer fun!
More info: Twitter
