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and why can some animals (like the elephant) remember longer that others (the godd ol' fish!)
When you look at the size of the cranium (skull) of an elephant, and compare it to the size of the cranium of a goldfish, it is easy to see that an elephant holds alot more grey matter and has capability to remember more.
http://www.sciencemag.org/cgi/content/full/309/5731/92
if you can be bothered to read the above link, it tells you (with alot of scientific terms and nonsense rubbish) how the brains stores and retrieves stuff... sort of