We are just as affected by what we perceive to be norms in virtual settings as well.

FORBES: Is Facebook Making Us Antisocial?

Operating just below the conscious level, they determine how and what we perceive, and guide how we think and act.

FORBES: Eliminate Your But!

We think dark matter is a particle too, it's just an odd form of matter in the fact that we don't perceive it very readily.

BBC: Dark Matter: Experiment to shed light on dark particles