No Roswell Incident

OTL, the incident faded into obscurity quickly, before being rediscovered in the 1970s, after which it became a fixture of American pop culture. Assuming it never occurred, how would American culture be affected? Would another UFO incident take its place (such as Kecksburg)? A lot of UFO conspiracies probably won't exist, like MJ 12, but others might replace them. The biggest impact might be on Roswell itself, which would remain an obscure small town.
 
I think the culture was probably just ready for UFOs to become a thing, and that would've happened with or without Roswell to dredge up.

There is no "Roswell" event for Atlantis theories, but they were also all the rage in the 1970s. Some people just have the need to believe.
 
There was no Roswell incident - it was a um...a weather balloon, that um caught fire due to some swamp gas...in the desert...with some lightning.....oh sod this (puts on special sunglasses) - please look at this weird looking pen like device "FLASH"
 
Yes, there was an incident. Observers reported unexplained lights in the sky and people who don't understand physics very well attribute(ed) them to beings from an alien world. Reports that the military concealed a mechanical wreckage only enhanced the rumors.
 
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