the most special experiences and products involve a bit of surprise, unpredictability, and disfluency. Imagine entering a room full of strangers. You look around for somebody you know but you cannot find a single recognizable face. And then suddenly there is a parting in the room, and through the crowd you see her—your best friend. The warm feeling of relief and recognition bursts through the clouds of confusion. That is the ecstasy of sudden fluency, a moment of eureka.
