According to another theory, it was a social fashion that was popular among certain clans, but not among all of them. Once some clans in southern Uppland had begun to raise runestones, neighbouring clans emulated them. However, in parts where these clans were less influential, the runestone raising did not reach the same popularity. Several scholars have pointed out the long Viking expeditions and the considerable amassment of wealth in the district. At this time, Swedish chieftains near Stockholm had created considerable fortunes through trade and pillaging both in the East and in the West. They had seen the Danish Jelling stones or they had been inspired by Irish high crosses and other monuments.