 This tendency to copy "memes" established and proliferated by others in the field is thought to have been a stimulus for the "All Yesterdays" movement of injecting originality back into paleoart.Since 1999, the Society of Vertebrate Paleontology has awarded the John J. Lanzendorf PaleoArt Prize for achievement in the field.The society says that paleoart "is one of the most important vehicles for communicating discoveries and data among paleontologists, and is critical to promulgating vertebrate paleontology across disciplines and to lay audiences".