To create the sensation of insight: 1) induce cognitive load 2) allow the subject a way to relieve it through mental effort
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it means - make something harder than it needs to be to figure out/decode, but possible
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like using harder language than you need to, so when people finish reading they feel like they learned something
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basically hazing people to induce stockholm syndrome, but with mental effort specifically
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like if you charge them a sort of...premium...for something that isn't that good...that's merely...mediocre
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