Maya Marshall McLuhan is quoted as saying I do not know who discovered water but it was not a fish. For us to recognize something, it has to appear intermittently and be highlighted by its opposite. Imagine a world pervaded by light with no darkness - we would not know light and think it was a normal part of our environment. We can extend this concept to everything - good and evil, joy and sorrow, pain and health. The experience of one emotion is proportional to the intensity of the other. Someone who has seen abject poverty may need less wealth to experience the same intensity of 'richness'
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