Cultural umami is the vague sense that yes, for some reason, it is. ““This shouldn’t be good but it is” “this doesn’t seem like what it’s supposed to be” “I shouldn’t be here but i am” “this could be anywhere but it’s here” If you tried to unpack your intuition, the absence of the there-there would quickly become evident.

The Umami Theory of Value: Autopsy of the Experience Economy
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