I finally got around to reading Mark Earls' book, Herd - a fascinating look at how humans are, above all, influenced by our primordial herding instinct.
This video from Seth's blog is a perfect visual demonstration of the theory:
The classic festival nutter is sooned joined by another dancer - just another nutter.
But when a 3rd comes along, they're now a socially accceptable bunch of groovers. Everyone wants a piece - they want to bask in the coolness that they now know the first 3 had, but without inherent risk attached.
Now if a flashmob could happen organically that would be interesting... but the instigator would probably get arrested in Liverpool St. station before critical mass was reached
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