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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…