There is this early research from decades ago on the mere exposure fact. The phenomenon by which individuals begin to like more and more and more something that they originally had maybe a neutral feeling, say a symbol. And if you show it to somebody once, twice, ten times, 50 times,. the more they see it, the more they like it. Do you think our preferences are driven, perhaps sub consciously, by our values? I want to be the kind of person who likes x music or x, whatever. It could be that at their core, there is some common process, and that what we think is taste is actually a deeper expression of our value. So maybe.