"the office" as an example of successful WoM

for those in the uk, you'll know that "the office" was a fantastic comedy success in the uk. i've just watched "parkinson" (a UK chat show) tonight and ricky gervais (creator of "the office") was interviewed. when asked by 'parky' why he didn't want his show to move from BBC2 to BBC1 in order to "chase the ratings", he replied, "i'd rather 'the office' be 1 million peoples' favourite sitcom than 10 million peoples' 16th favourite". indeed. the power of the few.