Adam Rutherford writes in The Guardian:
Richard Dawkins has occasionally lamented his own choice of the “selfish gene” title since it has for decades been misinterpreted by detractors and fools. He has said he might have preferred The Immortal Gene. I disagree, as immortality implies foresight, and is for ever. Species go extinct, and genes can be lost even after millennia of success.
I would suggest The Dynastic Gene as a more illuminating title.