The switch from "me" to "we" is a phase transition.

It shows that the speaker is subverting their own ego to the collective.

It can be dangerous and scary… or transcendent and empowering.

Durkheim would call this phase transition collective effervescence.

"When the I ceases to be, and you become the we"

A transition from the profane to the sacred.

A communal flow state.

When a group transcends together in this way, amazing things are possible.

But be careful, because when the collective becomes fluid, terrible things are also possible.

In a normal gaseous state where every individual operates independently, you don't get coherent movement of the whole.

But when the whole liquifies and starts moving together, macro-phenomena are possible… including things like stampedes.

I was watching Netflix's Life On Our Planet recently.

Morgan Freeman was narrating the tactics of a pack of wolves hunting a herd of buffalo.

He observed: "Panic gives the wolves control."

Panic transitions the rational individuals into a fluid collective that flows in ways that no individual wants, as every individual is forced to go with the flow.

A flowing stampede is possible to redirect with just a small asymmetry, a small trimtab.

Much harder to do when the swarm is in a gaseous state where each individual is operating individually.