According to the theory of numbers the human attention at the same time extends on some objects (no more than 7-8). When we see that coins appear every day and their quantity exceeds all imaginable limits, people choke in this information. The attention becomes too dispersed. Constantly changing situation doesn't allow to concentrate, prevents to think logically. You will tell that this one-day shit. Right! But this shit exists also it every day before your eyes. It is competently untwisted and tasty prepared. It teases and forces to look at itself. And very important circumstance - shit is popularized by army of PR managers. The majority of people are silly and demand that they were told the fairy tale. Clever people are capable to understand, but they have no time for it. Among shit tons they don't notice you. You it wave a hand, but they see only shit. Why? Because it beautiful and loudly shouts. Popularity. What is the popularity? What means popularity? What stands behind popularity? Popularity is an object which concentrates on itself attention of bigger number of respondents (recognition). Popularity means the promise which meets your expectations. Behind popularity can stand anything. Popularity has to be proved on something and by something is caused. If popularity forms promises which don't meet expectations, it is a bubble (dummy). What conclusions I want to draw. Today even the best product needs popularity. People are ready to follow you, but they don't see you and don't understand you. Tell them about itself. Tell them tasty and beautifully that the saliva began to flow. Make the fairy tale. Give to people that that they want.