At the Economist, blogger "G.I." reviews evidence that our increasing income gaps are due to a 'winner take all' phenomenon driven by herd behavior that favors the popular. While I don't
think it's the complete explanation, I'm sure it plays a role.

Choosing is hard work, and better information doesn't necessarily make it easier. So my suggestion is that we try to even income out by choosing something unpopular. You don't have to do it everytime, and you don't have to choose a dog, but all other things being equal… choose the unpopular. You'll have an adventure and the income gap will get less support.

The Economist Free exchange blog: Popularity, luck and herding, 2013-Jul-22, by G.I.

Similarly, as social media and online market places proliferate, artists and entrepreneurs must worry that no matter how good their product is, it won’t matter if they can’t crack the most popular list.