The runners spurted to the last lap as if they had extracted new energy from the applauds of the audience.

But what is at stake in the microscopic examination of folkways? Consider the following example: queuing at a checkout in supermarkets. The folkway governing this behavior could be summarized as First come, first served. … It's very likely that although the folkway (or social norm) First come, first served is used by shoppers to regulate their behavior, there are many circumstances in which it can be challenged.

Some fellow British travellers at Xian, who own horses and therefore understand equine tack, pointed out — when I asked about the authenticity of the replicas — that the horses could not possibly have coped with the bit between their teeth (as they were shown) for long.

“Mr. Quatermain,” said the former, “I am well off, and I am bent upon this business. You may put the remuneration for your services at whatever figure you like in reason, and it shall be paid over to you before we start. Moreover, I will arrange in the event of anything untoward happening to us or to you, that your son shall be suitably provided for. You will see from this offer how necessary I think your presence. Also if by chance we should reach this place, and find diamonds, they shall belong to you and Good equally. I do not want them. But of course that promise is worth nothing at all, though the same thing would apply to any ivory we might get. You may pretty well make your own terms with me, Mr. Quatermain; and of course I shall pay all expenses.”