"There are some benefits to sounding like things we've heard before. At the same time, if something's exactly the same as what we've heard before, it's not going to get any attention. There's nothing new about it. So there's this nice blend of novelty and familiarity, of similarity and difference, of new and old. You can almost think about it as a Goldilocks effect - not too hot, not too cold, but just right - that really helps things in culture succeed." - Jonah Berger