So, let's consider the following scenario:
Conspiracy Theorist/New-age nut listens to some propagandist on RT going on about "Evil NSA". They research comsec and their ideas of 'liberty', and come across free software. Then they invite their devoted followers to join them. Similarly, the followers encourage like-minded devotees to join them too. This is a sort of "domino effect", rather like how the list of "most read" stories results in those stories attracting more traffic.

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