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That's a crock of horseshit.
When I like a song, the connection is instant.
I don't need to hear it in traffic a million times a day to have it entrenched into my psyche and then say the song grew on me like mold.
That's part of the problem the original video addresses, valuing the potential for an instant connection by making simplistic and familiar music over something more subtle and original that might take a few listens to fully appreciate.