See a cliff? Jump.

'The Spiral of silence theory describes the process by which one opinion becomes dominant as those who perceive their opinion to be in the minority do not speak up because they fear isolation from society In social psychology, pluralistic ignorance is a situation where a majority of group members privately reject a norm, but assume incorrectly that most others accept it,[1] also described as 'no one believes, but everyone thinks that everyone believes."[2] Lack of public opposition then helps perpetuate a norm that may be, in fact, disliked by most people.'

If you see a cliff be sure to jump. 
All your friends have.
What are you waiting for?