Why did bomber crews enter the aircraft to fly a mission where only half the crews were expected to return? They said it was because their buddies went on board. When we think about social media for social change we cannot underestimate the importance of small unit solidarity. When the times get hard and the odds long we will step forward, each with a few civic friends, because we would be ashamed not to. That will be a big change from how it is now, where each calculates the individual odds and decides to lay low, seeing others do the same. When many act in concert, out of shame of being a coward, the risks are real, but less, and the results no longer readily predictable, even by those who keep an eye on such things.