The book touches on this. Basically, the human brain is biased towards novelty. It's much more likely to remember something if it's unique or interesting or different -- if it stands out.
The book's title, Moonwalking with Einstein, is one such example. Gordon Ramsey is probably another: there are lots of chefs out there, but if you see a chef screaming at people in his kitchen, it's probably going to stick with you, consciously or otherwise.
The book's title, Moonwalking with Einstein, is one such example. Gordon Ramsey is probably another: there are lots of chefs out there, but if you see a chef screaming at people in his kitchen, it's probably going to stick with you, consciously or otherwise.