http://edge.org/3rd_culture/gilbert05/g ... index.html
Here's a related article that I found quite interesting.
Particularly the part about form over content.
Quote:
Yet, psychology experiments reveal that people are often satisfied by empty form. For instance, when experimenters approached people who were standing in line at a photocopy machine and said, "Can I get ahead of you?" the typical answer was no. But when they added to the end of this request the words "because I need to make some copies," the typical answer was yes. The second request used the word "because" and hence sounded like an explanation, and the fact that this explanation told them nothing that they didn't already know was oddly irrelevant.
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"I was made to love magic, all its wonder to know, but you all lost that magic many many years ago."
N Drake