"Why is everybody suddenly wearing those new sandals and listening to that new band? It's so trendy!" A recent study has investigated this sentiment in order to understand why some cultural products and styles die out faster than others. According to the results, the quicker a cultural item rockets to popularity, the quicker it dies. This pattern occurs because people believe that items that are adopted quickly will become fads, leading them to avoid these items, thus causing these items to die out.