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Snowballing, what does this expression mean to you?

To me, the first thing that comes to mind is a situation getting out of control but I learnt recently that it has a sexual meaning. I wonder how everybody would normally understand it.
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Goodness everything is sexual now.Whatever happen to go ole convos.Snowballing Examples used marketing,advertising or political polls or campaigns,etc.😕
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@BemyValentine: But then the common meaning is the non sexual one right?
@Nadia70: correct, most common is non sexual.
@Kimmler: Yeah,and I refuse to float in it.