During the age of mass (mass marketing, mass manufacturing, mass schooling, mass movements) the key was normal. Normal was important because you needed (were required) to fit into your slot. Manufacturers insisted because profits depended on it.
Normal diets made it easier for mass food manufacturers to generate a profit. Normal driving habits made it easier for mass car manufacturers to reach their production minimums. Normal behavior made you easier to control.
But what happens when mass disappears? When we can connect everyone, customize and optimize–then what happens to normal?
Normal is so ingrained in what we do every day that it’s difficult to notice that your tendency toward the normal is now obsolete