“Since digital resources began to develop new models of selling, a great deal of ingenuity has been invested in trying to replicate the experience of browsing. The results are impressive, if a little creepy, in the recommendations by association in both the search results (‘if you bought this, you may also like this’) and the micro-targeted paid advertising. But what if we want something different, rather than more of the same? What if we do not know that we want something different, but a chance encounter sparks our interests? Digital has not found a way either to replicate this unplanned event”