" ‎What color is a chameleon placed on a mirror?
...
The chameleon responding to its own shifting image is an apt analog of the human world of fashion. Taken as a whole, what are fads but the response of a hive mind to its own reflection?
In a 21st-century society wired into instantaneous networks, marketing is the mirror; the collective consumer is the chameleon. "

― Kevin Kelly , Out of Control: The New Biology of Machines, Social Systems, and the Economic World