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I'm convinced some of it is psychological.
Especially songs tied to magical moments in your life... if you experience them in a special context, I think you will always remember. Like the song accompanying your first kiss, or the last track the DJ dropped on an exciting club night where everyone was having a good time.
I think there is sort of a trap right now. It's hypocrisy -- more producers want to say it like it really is and put something different out there on the dancefloor, but there's a lot of close-minded attitudes. On the OTHER hand, there's a lot of people complaining about "cheese" too and it's a really vicious cycle. "Trance" is shamefully used as a dirty word and there was even seemingly a fear of "progressive melody" for awhile, which thankfully is being turned around because of the likes of Holden and Chable and company. And those who know better just don't get involved with the negative scenesters and aim for the big fish -- i.e., Moby.
Question, what style would you put Underworld in if not trance? How about Orbital? Many styles huh? 

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