“Be careful. People love to hear what they already know. Do not forget this. They don’t like to hear new things. They do not expect a new one. They like to know that, say, a dog can bite a person. This is how dogs behave. They don’t want to know that a man can bite a dog because in their world it shouldn’t be. In a nutshell, people think they need news, but in fact they thirst for “old age”... It’s old age that will tell them that what they think they already know is true.” – Terry Pratchett