The more who do, the more popular an idea becomes. The more an idea is popular, the more people will take it up and try to find ways to benefit from it.

Until then, people felt safe to come under the umbrella of the common idea. But now is the moment when they start competing around it. They seek to gain the largest market share, the power that comes from being a leader in a popular field, or they fight the loss of power and market share.

That is when competition is most uncomfortable and becomes subject to self-interest.