Bret and Jemaine form Flight of the Conchords, a band with a show on HBO by the same name. A friend introduced me to the show and I loved it. But, I also learned from it. The show would have never worked with a more popular band. Flight of the Conchords are an emergent group, but remain obscure enough that the show can gather a campy following. I saw in this the power of small. Why do people look to follow lesser known bands? Why do they look for coffee shops other than Starbucks? Why do they read books that are written by less popular authors than Grisham? Why do they obsess about movies that were not box office mega hits? Why do designers who make exclusive dresses get to charge so much more than Walmart? Finding and loving these small niched brands over the larger mainstream chains sets a person apart. It automatically adds a dimension to that person's identity.