Do fish notice its wet?
'If you asked the fishes to describe what its like to live at the bottom of sea, they would probably neglect to mention that its extremely wet. Sometimes the most important features of our environment escape our attention simply because they are ubiquitous. Our mental environment is much the same. Some theories are so universal, so taken for granted, that we fail to notice they are even theories.'
- Joseph Heath & Andrew Potter, 'Nation of Rebels: Why Counterculture Became Consumer Culture'.