Familiarity overcomes inertia . And familiarity comes in various forms. Behavioral familiarity helps people accept new products because they resemble old products. Much of Intuit's success with Quicken can be explained by the fact that the software makes electronic bill-paying feel similar, visually and procedurally, to writing checks. There is no central control of anything.
Fish swim in schools without any single fish being in charge.
Monarch butterflies don't need a Monday morning staff meeting to decide when to migrate south. Birds flock without voting on their destination. Nets operate more like nature than man-made assembly lines. No one is as smart as everyone. Nets enable greater participation among larger and larger groups of people.