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What makes things cool?

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A 20th century industrial designer, who created some of America’s most iconic looks, developed a theory of coolness that has been backed up by various scientific studies. The Atlantic explains the science behind why we like what we like.

The industrial engineer mentioned in this video believed that in order "to sell something surprising, make it familiar," but "to sell something familiar, make it surprising." How does this relate to the example of the train design?

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