Being original is a lot harder. People know they won't get as many likes as the original as well, but they'd get a sufficient from their friends—most people aren't aiming for worldwide popularity. It's a sort of consumerism and a cheap way to feel good. I'd wager that most people really don't _care_, they just want to be _in_.

Another example is the 'hygge' trend where people buy a candle, made in some Scandinavian country, and add some wood ornament in their home. It's not 'real', but it's enough for amongst their peers.