Let me begin with a half-baked sweeping observation: there are two groups of people in the world. The first are those who want to belong to the crowd. The second are those who want to feel special.
These desires aren’t mutually exclusive. In fact, most of us have both simultaneously, all the time. And it’s possible to fulfill both at once. Everything from comic-cons to rugby clubs to the cool kids’ table are built on the concept of being special, with others.