Herd behavior in humans

I'll Have What She's Having is Mark Earls' new book about herd mentality and humans.

We use the brains of others to think for us and as a place to store knowledge about the world; almost everything we know and do involves shared knowledge from past and present people—billions of them by now. To understand human behavior, we need to move from the "me" perspective to the "we" perspective.

The bits about social copying are good, but they're glued into a kind of gelatin of every cool network theory of the past 100 years: complexity, fractals, long tails, etc. It's a slim read, but it could do without the gelatin.