Although many are critical of the uptake of unproven practices by teachers and families in their search for treatment for children with reading difficulties, there has been little examination of the specific conditions that persuade teachers and families to adopt such practices. This article traces the emergence and evolution of a particular meme, space dyslexia, and related memes. The space dyslexia meme is shown to be an unfounded concept, but one that has proved attractive to the popular media and presumably to those seeking alternative treatments.