" This machine is driven in part by the oscillations of novelty and familiarity, of hunger and satiation, that curious internal psychophysical calculus that causes us to tire of food, music, the color orange. But it is also driven in part by the subtle movements of people trying to be like each other and people trying to be different from each other. "

― Tom Vanderbilt , You May Also Like: Taste in an Age of Endless Choice