Saccharomyces cerevisiae, the variety of yeast that give us delicious bread and beer, come in two mating types: a and α. When yeast cells want to mate, they begin releasing pheromones that signal cells of the opposite mating type to come hither. What Dr. Fabrice Caudron and Dr. Yves Barral of the Barral Group found was that sometimes the mating doesn't happen. Maybe the suitor is too slow or perhaps another yeast beats it to the signaling cell. In these cases of what the authors call "deceptive encounters", proteins called Whi3, a developmental regulator of budding yeast, becomes inactive. The result of this inactivation is that with each mating failure, it takes more and more signaling pheromone to trigger a response in the suitor cell. This is the cell's memory. Eventually, that particular cell stops trying to mate, and instead resumes reproduction via budding. What's really cool is that the inactive Whi3 proteins are segregated to the parent cell only, which means the resulting daughter cells do not inherit their parent's resistance to the mating pheromone. This keeps the yeast from entering a cycle where none of the cells respond to the beckoning calls of other yeast looking to mate.