There's no logical reason why I should like free t-shirts so much. I have plenty of shirts already. And to buy a new shirt at Target costs five dollars. But for some reason, the idea of getting the Mayorship at Flying Saucer Pizza has taken hold in my brain. It's like a virus.
Cobb: What is the most resilient parasite? Bacteria? A virus? An intestinal worm? An idea. Resilient... highly contagious. Once an idea has taken hold of the brain it's almost impossible to eradicate. An idea that is fully formed - fully understood - that sticks; right in there somewhere.
Oh no! I've been Incepted!!
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