Yet know, whe'er you accept our suit or no,
Your brother's son shall never reign our king;
But we will plant some other in the throne
To the disgrace and downfall of your house;
And in this resolution here we leave you.
Come, citizens. Zounds, I'll entreat no more.
GLOUCESTER. O, do not swear, my lord of Buckingham.
Exeunt BUCKINGHAM, MAYOR, and citizens
CATESBY. Call him again, sweet Prince, accept their suit.
If you deny them, all the land will rue it.
GLOUCESTER. Will you enforce me to a world of cares?
Call them again. I am not made of stones,
But penetrable to your kind entreaties,
Albeit against my conscience and my soul. (3.7.12)
Buckingham manipulates the people by making it seem like he has to twist Richard's arm to take the crown. Richard can't seem too eager, or the people will suspect him of ambition. So he has Buckingham put on a really big show, and the people are made to feel like Richard's done them a favor by usurping the throne. (On the other hand, Richard may be less powerful than he thinks, as this little scheme is pretty transparent – to us, at least.)