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The Importance of Context in Fear
As a kid, the doorbell rang and someone ran had run over my cat. I always have this memory now of like Stephen King's it will kill your your household pet. If I was on the subway and someone was in a clown costume, I'd be more likely to find them unsettling than if they were just acting like a chill person going to a gig. But then like someone doing something unsettling or in an unexpected place while dressed as a cloud, that is very terrifying. Something is very, very wrong.