Penetration, marketing, and breadth are surely relevant to the differences Jim A
ngus noted,
but let's not overlook the possibility of a much simpler answer.  Both the UCMP
and the
second most frequently referenced Field Museum have (or are perceived to have) m
ajor
online exhibits about dinosaurs, and the subject matter is itself a big draw.  A
 "Museum of
Wickerware" would probably never achieve as high a level of linkage, simply beca
use the
subject matter doesn't have a comparable degree of popular appeal.
--

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