At first, the Ecology of Joy philosophy seems naive. A common reaction is one similar to the idea of non-violence - to tell yourself that you could accept it, but you would then be vulnerable to dominator thinking from others. This is a normal progression.
The term meme describes an idea as if it were an independent entity. If dominator thinking were considered a meme, this fear of vulnerability would be a way that the dominator meme protects and propagates itself. As long as ecojoy is considered while in a dominator frame of reference, ecojoy will be vulnerable.
That does not change the fact that joy is still a more effective motivation.
And resolving naïveté is the first challenge on the path to ecojoy.