From episode three of A History of Rock Music in Five Hundred Songs:

Once you give a collection of things a name—the way people’s minds work—they start thinking because those things share a name, they’re the same kind of thing.

Names and genres and labels matter.

The human brain is designed to pattern match and categorize and bucket and metaphor to save on processing power.

(Neural networks are designed to do this for AI models via weights.)

In grocery aisles, “water company” usually means plastic bottles—it’s what shoppers expect. Liquid Death smashes that expectation, so it stands out.