There is way too much risk for most people to go against the tide. This is the same reason why sheep flock together and why birds travel in packs. Every bird, every sheep, thinks that there is safety in numbers but this is an illusion. In fact this is one of the oldest perceptual biases in the book of evolution.

Packs attract predators much more and one is bound to be more exposed rather than being alone. Free association here is key.