There doesn't have to be any material change, “devastating event,” or even an underlying reason for people to change their views. Reflexivity theory contends th

There doesn't have to be any material change, “devastating event,” or even an underlying reason for people to change their views. Reflexivity theory contends that user acquisition costs and other prices are just as influenced by the perception of other people's thinking as anything else. Since participants in the market usually have a distorted view of reality, prices are pretty much indeterminate and unpredictable.