people seriously underestimate the degree of high that is obsession. it is, imo, basically the greatest high there is.
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cults, teams, fandoms, politics. these things aren’t compelling just because they give you “purpose” or because they seem “important.” but also because being interested in something in a sustained way feels fuckin great. addictive.
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it is, in part, why people pursue pointless hobbies or cling to old grievances. or why boredom and anhedonia feel so bad.
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PR/media understands this, probably. the only way to make people ignore something you want them to ignore is to make it boring, irrelevant. and vice versa.
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End of conversation
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