On ones own, it is unlikely the average man will head off to a mobile phone store, force the shutter open, smash the windows and head off inside to collect some iOS booty.

Collectively, a group of men are considerably more likely to do so.

Organising a group of people on Facebook to gather and go forth and cause problems in a town is therefore a very serious issue.

(In this case, nobody did gather, but what if they did? Millions of pounds worth of damage may have been caused - as it was in other towns.)