Analytically as well as for pragmatic reasons, studies of the dynamics of collective memory concentrate on the relationships between the past and the present. Whether when tracing back specific histories of memory or when looking at the contemporary scene, our data, our concerns, the theoretical parameters we use, all quite naturally fall within the past/present nexus. Envisioned as long-term investments, these memory works are to enjoy meaningful life for decades, if not centuries after their original audiences are gone. Imagining the future audience affects not only the finished products of memory workers; on a much broader scale, it guides many of the activities aimed at securing the raw materials to be used in times to come. The competing narratives that inevitably result from such an open approach to memory keeping are for the future generations to sort out. Memory is no longer a challenge or work to be done; consumer taste and preferences begin to replace cultural and political relevance.