All our brains are receiving information all the time, whether we're consciously aware of it or not. What we wanted to do was a different kind of blind sight, is to actually be able to see this unseeable world, at least in the contacts of consumerism. And that that was really the driving point behind the book, is how can we make this stuff that is previously unseeable, bring it to light and contectualize why we wait for eyephones every single timend.