Familiarity can be dangerous. In a world where you can download “the world according to you” we have lost our tolerance and patience for things we don’t like, don’t understand, or feel waste our time. In our personal customisation we are being more self absorbed and aware in a myopic framework. We are loosing our ability to be confronted by external forces that are foreign. There is value in friction. And perhaps the greatest friction of all is our humility.