There's a time and follower threshold where it goes from being a bubble to a cultural norm. IMO that threshold has been greatly lowered by all of social media allowing for a relatively quick (compared to hundreds of years of human communication) amassing of followers to form a bubble. In this way, you can mint your own orthodoxy. Having a large number of people following some idea is a powerful force in recruiting others.

And although the threshold has gone down for new bubbles, it has also gone down for when they get removed. It's become normal to churn through a bunch of different bubbles and seeing which one sticks around long enough.