The inventor of the flash mob tells all

"The basic hypothesis behind the Mob Project was as follows: seeing how all culture in New York was demonstrably commingled with scenesterism, the appeal of concerts and plays and readings and gallery shows derivingless from the work itself than from the social opportunities the work might engender, it should theoretically be possible to create an art project consisting of pure scene—meaning the scene would be the entire point of the work, and indeed would itself constitute the work."