Have you ever tried to tickle yourself
If someone says "Want a chip?" I will often close my eyes so I can't see the flavor name on the package and then I take a chip out and eat it and the flavor just overwhelms me.
The more we customize and target market, the more we insulate, the less chance the things we are afraid of have of finding us.
And the less alive we are.
We live bracing for things, preparing, expecting. It is when we are ambushed that we are pierced, and maybe suddenly not so afraid anymore.