That movement formed because the spectators could see and observe each other. As the first few individuals joined in to participate, it gave social proof and acceptance to the act.
:-)
Yes, if you're looking for insight into the growth of online movements, let me just leave you with this: online, only the vocal participants and spectators are visible. One detractor can negate a thousand, happy silent participants.
P.S. Godin's take on it is orthogonal to the interpretation of the video in the earlier mention of it here. The first time, it was about the growth of social networks; everyone was a participant in Guy #1's "network". Godin calls out "Guy #3" and frames him not as a participant in a social network, but as competitor to the founder, Guy #1. (this could really get meta, but I hope someone is getting what I am saying.)