There will always be two types of people; those who become accustomed and accept the system, and those who will always fight for the truth. And my life experience has taught me is that truth is highly subjective. There may be an objective truth and we humans can't know it because we are condemned to the bias of our own experiences, biases, and preferences. As professional marketers we all believe that we make decisions rationally, but we are as likely as anyone to be influenced by external biases. And social proof has consistently been shown to be one of the most powerful behavioural biases.