There is this book I read a while ago, "The Politics of Experience", by R.D. Laing. The essence of it (as I remember it) is that we never experience anything directly by ourself. Our experience is always mediated by others, authority figures that validate our experience to a degree or another and that would tell us if we're getting it right. Starbucks is a testament to this, the entire store there explains you what it is that you're going to experience when you drink your coffee, from the posters on the wall, down to the warning sign on the paper cup. That is how we learn, we imitate others, and we seek for approval, so we know we did it right. It is quite amazing that every now and then we actually come up with come up with something new. Any good mistakes today?