Personally, I find the sight of birds flocking, fish shoaling and cattle herding awesome (literally, so)
It's the rapid change of direction, the scale of the multitude way - a scale way beyond my ability to spot individual agents - the scale of the wave of living creatures moving and twisting and turning in 3D over a wet flat English countryside. Movement with form, fluid form.
Readers of HERD will know that I've written about this before - how similar mechanisms are at play in human behaviour (on- and offline) and how the same kinds of algorithms used by Craig to describe flocking behaviour in animals also work (c/o Dirk et al) to describe human behaviour.
Part of the reason for this kind of insistence, I suspect, is that each of us can't get past the fact that he/she is just one of these agents, seeking to understand the flocking for our own perspective and imagine that all the other agents are just like we are, and do as we (like to think we) do...we all spend far too much time with various means of getting inside individuals' heads...when we could explain so much of human behaviour and its changes through understanding the underlying mechanisms of the crowd - the large scale interaction of individuals with each other
It's really hard to see things from the crowd's perspective (hence the "awesomeness" of the crowd), to deny what our own minds tell us about how things work and to accept that it might be more about "us" and less about me or you. But it does explain how frustratingly unpredictable humans are - how "slippery" consumer behaviour seems...(as Andreas suggested last Thursday)
Try it - if you accept that this is how things work it will change how you approach your work as a manager, a marketer or someone creating things for either of these.