Repetition breeds affection

Sure, they play that song on the radio because people like it. But people also like it because they play it on the radio. Repetition breeds affection.

Songs grow on you. So will anything with time: a tough new habit, a potential slogan you’re kicking around, even an irritating next-door neighbor. This is not something you choose, it just happens. Humans are soft and impressionable.

It’s a gift and a trap.

The gift: anything worth loving gets more lovable. Give an idea enough time and it stops making your brain sizzle. Bring your adversary closer and you’ll find something worth honoring.

The trap: you grow to love any familiar. Comfort, addiction, the path of least resistance, the path of indifference. These all accrue affection the same way.

Be careful what you repeat. Because sooner or later, you will fall in love with it.