 Created by Kenyatta Cheese, Elspeth Rountree, Jamie Wilkinson and Andrew Baron, "meme experts" in white lab coats used a scientific laboratory metaphor for analyzing and deconstructing the top memes of the day; anyone with an account could use the website to explore and contribute to meme research.At the end of 2008, after more than a year of growth, Rocketboom released an expanded database with Jamie Wilkinson as the lead developer.As of January 2017, the database contained more than 2,700 entries of "confirmed" memes.