Who Decides?

Did you ever wonder who makes the big decisions regarding things that go on to become common wisdom accepted by all? For example, gold. Who decided that gold was the most precious commodity on earth? Why did gold win over, say, soy beans?

Gold's reputation has been consistent over time, societies and geography. What makes it so special? Is it the color? Surely sunflowers are as striking. Is it the space? An ounce of gold is more compact than an ounce of feathers.

And how did gold become so popular? Did its reputation spread by word of mouth or some other method? Did Mr Neanderthal stub his toe on a gold nugget, pick it up, and show it to the rest of the clan? Everybody oohed and ahhed and fell in love with gold. Is that how it started?

These things keep me awake at night.