Our human brain has been designed to believe itself, wired so that prejudices feel like facts, opinions are indistinguishable from that actual sensation. If we think a wine is cheap, it will taste cheap. And actual sensation. If we are tasting a grand Cru, then we will taste a Grand Cru. Our senses are vague in their instructions, and we parse their suggestions based on whatever other knowledge we can summon to the surface.

Jonah Lehrer’s Proust was a Neuroscientist