Endothelium lining the arteries is damaged, leading to an inflammatory response causing white blood cells to move into the artery. Over time, white blood cells, cholesterol, calcium salts, and fibers build up and harden, leading to plaque (atheroma) formation. The build-up of fibrous plaque narrows the artery, restricts blood flow, increases blood pressure, damages the endothelium lining, and the process is repeated - an example of positive feedback