There's some major problems with this study:
1) It assumes that individuals are "open minded to other views." Tell that to people who insist that animals cannot evolve or that Global Warming is a fabrication of pot-smoking tree huggers (f-14).
2) "True believers" have the ability to convert the general populace. People can believe something as strongly as they want. But if it is idiotic, for example, Pastafarianism, I will never believe it.
This study ignores reasons for ideas spreading. A lot of major ideologies spread because they have something that appeals to the populace such as promising impoverished people of a happy afterlife, blaming jews because you don't want to blame yourself, or various American wars based on fear. Not all ideas that spread like wildfire are inherently bad, but expecting something to spread because of "true believers" is a flawed concept. The population has to be desperate to accept anything other than the most moderate ideas.
The "tipping point" concept would be more appropriately applied to the adoption of new systems such as assembly lines, cell phones, fiber optics, or digital cameras.