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Basically, theory goes with anything new....technology, books, music, fashion. You do not notice people all the time with the latest and greatest. Someone is reading a book, it may not be on the NY Times Best Seller list, or may not be listening to the new music from Rush on their Iphone 3G while wearing the newest fashion.
People notice what they find odd or interesting. Most of the time we just try to get where we are going, and reading our own books, listening to our own music selection, and would not necessarily notice anything out of the ordinary because we are paying attention to what we are doing.
If someone is trying to look for these things, it would prove very difficult. One would have to be in a particular place, at a particular time, with particular people.
If we don't see it, then it must not be successful! Bad way to pass judgement.
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