Driving south this weekend for a few months around Atlanta (at what I like to call the ‘legacy property’), we stopped at a fast food restaurant for a quick bite. The patron in front of us in line confidently customized every item in his order – take two toppings off this, add extra ingredients to that, more sauce here, less there, etc. I wondered how many variations he had experienced before reaching his perfect meal. No doubt he was a power user, and he likely finds nothing unusual in his behavior. I’m convinced modern advertising serves primarily as a reinforcement mechanism for high-volume consumer behavior. It looks like everyone is doing it, and we continually redefine what is normal. Eccentricities spread to the point of treatment. And we can always find someone further out to the extreme. Be mindful of how you define the usual.