And, I think it goes deeper than that and reaches in to social signalling and self-identification. We like to be in on the new thing before everyone knows about it. Once that thing is big, and everyone is using it, and especially if it makes a mistake, then we lay on the criticism and distance ourselves from it.

I know I'm guilty of that. I wonder if this is an intrinsic part of being human or a learned behaviour. I'm leaning toward it being, as you say, only natural.