Talk:Rob/@comment-5948816-20161003031649/@comment-24755726-20170831030239

Actually, with Rob's newfound knowledge of the fourth wall, you could even go as far as to say that Gumball not remembering him gives him the effect in the first place. After all, Gumball is the star, and Rob knows it. To be forgotten by Gumball is to be forgotten by the world, or at least it seems quite likely. After all, if "the world", or more accurately, the production team, can't make interesting interactions between the main character(s) and a minor character, they may as well be forgotten. When Gumball started to remember Molly and decided to rescue her, she finally existed again. She was even shown in a sort of stasis until Gumball and Darwin reunited with her. Their interactions with her literally brought her back into existence and gave her a purpose.

So long story short, it's not an anti-memetic effect causing Gumball's forgetfulness, but the other way around.