I don't know that Dawkins made it up, but you prove my point anyhow. It was made up by pseudo-academics like Dawkins (who are in academia, don;t get me wrong) to mean something deep.
Kwanza was made up in the same way.
Andrew takes liberties with the word perhaps but I agree with the meme theory and it was Dawkins who developed the theory. I like how Andrew tries to get it popularized.
Its a small m meme not a capital M.