When one merely states that one as many subscribers and keeps on saying it, then one gets many; just as when one sheep goes to water, the next one also goes, and when it is continually said of a large flock of sheep that they go hither and yon to water, then the rest must also go, so people believe that it must be the demand of the times, that for the sake of use and custom – they must also subscribe.

Soren Kierkegaard, Writing Sampler, Nichol P. 89-90 - Writing Sampler (1844)