EileenTeahon: The origin industry of the subject matter picks up the news and deseminates using social media, trade publications, and to a lesser degree, main stream media. If, in the case of a prominent name company, the main stream media has enough affiliates or subsidiary news feeds picking it up, your mania could fundamentally begin there.

What you are describing here, Eileen, is an exponential growth (green graph), like the famous rice grains on a chess board.

During the first steps the number of grains is close no negligible, the growth seems to be lower than other types of growth (red, blue), but then the stream picks up, outpaces other types of growth, and eventually all the rice grains in the world won't suffice – which poses a natural limit of growth.

Regarding POET, we are perhaps just through the first row of the chess board or so and clearly on the left side of the graph.