Conference or other address and before you know it, after a few years, everyone starts quoting the talk given by that person and the quote becomes incorrectly attributed to the person who gave the talk.
Had a conversation about this with my parents a few years ago. They didn't believe me when I kept telling them that certain quotes they loved and liked to put on Facebook weren't those church leaders quotes.
My mom would always tell people she loved President Hinckley's quote of, "... Life is just like an old time rail journey…delays, sidetracks, smoke, dust, cinders, and jolts, interspersed only occasionally by beautiful vistas and thrilling bursts of speed. The trick is to thank the Lord for letting you have the ride."
Even after I proved it to her that that was written by a never-member named Jenkin Lloyd Jones and not President Hinckley. She said that she was still going to attribute it to him haha.
After I "ruined" a few other quotes for her, she told me she didn't want to know about them any more.