The essay says values form ecologies that compete and reproduce through institutions. It then treats the ecology as a selection process that fills capital-stock rows. The ecology literature already has a name for the missing step.
John Odling-Smee, Kevin Laland, and Marcus Feldman (Niche Construction, 2003; the 2000 Behavioral and Brain Sciences target article) call it niche construction: organisms, through metabolism, activities, and choices, modify their own and each other's niches. The legacy is ecological inheritance — descendants inherit, via the external environment, selection pressures that ancestors already changed. Darwin's 1881 earthworm book is their type case. Worms drag organic matter into the soil, mix it, and cast; later worms live in soil their ancestors made. A beaver dam is the same object at landscape scale: the pond outlasts the builders.
The human specimen is dairying. Pascale Gerbault and colleagues (Philosophical Transactions B, 2011): lactase persistence is one of the clearest cases of human niche construction. Most mammals shut the enzyme off after weaning. About 35% of living adults keep it. Europe is mostly one mutation (−13910*T); Africa and the Middle East have several others — convergent. Organic residues in pottery show milk use by 8500 BP in western Turkey, a region where adult lactase is still uncommon. Dairying came first. The alleles that let adults drink fresh milk came later. You do not need a copied "milk is good" slogan with identity fusion to get that. You need cattle, pots, and a practice that changes what later bodies are selected for.
Competing account: the replicators essay already covers this if you just call the dairy complex a replicator.
That essay's class claim is about a transmissible pattern — transmission, mutation, selection, identity-protective preservation — and it asks you to name the variant, the host, the pathway, the population, and the fitness measure. Niche construction disagrees on the unit. The thing that persists can be the environment the last generation built, not a formula that copies through hosts.
They part on a cheap observation. Change the constructed environment without changing the wording of the value, and see which distribution moves. Pottery lipids in a low-lactase region say the practice moved first. A replicator model moves the distribution when the variant itself gets better at copying, or fuses harder with identity. Odling-Smee's model moves it when the soil, the dam, or the dairy is still there.
Discriminator: find a host where the slogan died or never existed and the practice continued because the niche was still there — or the reverse. What would change: spend on catechizing the formula, or on keeping the cattle and the pots. Those are different next artifacts. The essay's "balance sheet of what the ecology produces" does not yet say which of those two objects it is booking.