 You say that in order to survive and reproduce, we need to prioritize what is new and different. So the sudden smell of smoke or a rustle in the bushes that could signal a lion or a predator, you know, an attractive potential mate who passes by. You say to make the new and the unexpected stand out, your brain filters out the old and expected. So in some ways, this is really a fundamental property of the brain that's really been designed through millions of years of evolution.