this might be a good lesson in why its so hard to have insights sometimes. in this case, you need to exert energy to not hear the words after you know what the phrase is. in the context of problem solving, maybe this phenomenon can cause you to stick at a local maximum- your brain is forcing the information to conform to your best mental model, and that makes your search for a more optimal solution even harder. those visually ambiguous pictures that have two or more "sticking points" are another example. in any case, that audio example is an absolutely amazing example!
