Thanks, Tom! 
Quaker, since you are skeptical of the study, what percentage of the population do think is necessary and sufficient for an idea to gain critical mass? For example, the state of MA is a state of contradiction to me. They still have, at least I believe it to be true, Sunday blue laws on the books, which hearkens back to their more conservative Christian past. But then they pass a law in the state allowing gays to marry. Somewhere along the line the idea of allowing gays to marry gained critical mass and then it became a law. A similar thing happened in NY. I read the story of how it came to be in the NYT and was fascinated how pols where against a few years ago had changed their mind and voted for it.
FA, I just can't believe this study can apply to anything except a controlled lab experiment.
If two opposing views have 10% commuted believers each, both are going to grow. But, the study claims that if you do have 10% you will begin to grow and quickly (relatively) have a
majority who share your belief. That simply is not possible for two opposing views to both have a majority of the populace supporting their point of view.
If you want to specify,
1. no strong opposing view
2. no other outside influences like social, environmental, political or economic events that marginalizes the importance of your issue to the populace.
Then the theory might work....and that is in a controlled lab situation.