Sorry Alan, not a single important movement in arts—be it music, art, photography, architecture, literature, etc.—that was created by curators and gallerists, nor is there that were created by "people want to stand out and be noticed." None. Not romanticism, not minimalism, not be bop, not impressionism, not modernism, not pictorialism, not free jazz—especially not free jazz!—not prog, not Wagnerism, not Biedermeier, not classicism, not Sturm und Drang, not the beat generation, not the Renaissance, not pop art, not cubism, not the Notre Dame school (medieval music, not football, JIC), not Bauhaus, not the new topographics, not brutalism, not the Hudson River School, and on and on and on.
Not. A. Single. One.
Ever, ever, ever.
It's never been about making money, it's never been about ego.
It's not how it works, it's never been how it works.
You're correct - movements in the arts have always been started by a handful of people. However, @Alan Edward Klein isn't wrong, exactly. That movements come to the attention of the public (and can thereafter gain momentum and actually count as "movements") is the responsibility of publicists - whether they're curators, gallery owners, record companies, book publishers. The "Beat Movement" would have just been an ongoing slumhouse party of about the same 10 people if it had never gained any outside attention. It would have been no movement without that external broadcast.
The "New Topographics" is perhaps something that would have become more pervasive all on its own, since there's almost no choice but to include the human-made and influenced in your landscape photography. More people taking photos + more people, anyway + more houses and factories and farms, schools, hospitals, water-treatment plants, waste-treatment plants = hard to not take pictures of the human-altered landscape. And recognizing its impact is, by this point in time, banal.