If you haven't already read it, get a copy of Malcolm Gladwell's The Tipping Point.
He has some interesting things to say about how ideas are spread; one of them concurs with what you just said.
No, I haven't read that book, though I've read reviews and understand what you're referring to.
I have the closing tagline for these weekly broadcasts. It is:
"That's the way it REALLY was, on the 905th day of World War III."
John / Billybob