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Research has shown that ballads were produced by all of society
working as a team. They didn't just happen. There was no guesswork.
The people, then, knew what they wanted and how to get it.
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Working as team, is indeed the truth, which is why computer analysis has determined Shakespeare's work is the product of more than one author. It does not detract from the work's greatness to accept that this was the norm back in those days. In fact, most of the plays of the time had multiple authors.