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[Music] [Music] for thousands of years some of the smartest people in the world been asking themselves versions of the same question why do we like what we like is there a formula for beauty for popularity for human affinity and the ancient Greeks said yes of course there is its the golden ratio 1.62 etcetera etc 2:1 and then the enlightening kurz Enlightenment thinkers said yes of course there is its its consti of aesthetics but today we dont have the golden ratio we dont have philosophers we have Google and Facebook we have advertisers and in the advertiser formula the first variable is always novelty this is a scientific fact they actually went through several decades ago all of the words they could possibly find in all the advertisements that were out there and the most common word in all of those ads wasnt by was it now wasnt risk-free warranty it was new we are living in a cult of novelty companies want us to like new things to buy new things to crave new things but the tr
