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Plexiform Identity
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The Rules of Contagion: Why Things Spread - and Why They Stop, by Adam Kucharski

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A few eventually worked out how to get into the box, but it took much longer for the idea to emerge and spread.
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The Rules of Contagion: Why Things Spread - and Why They Stop
The Rules of Contagion: Why Things Spread - and Why They Stop
by Adam Kucharski
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