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Turn the music up in your car or home stereo to a pretty strong (but good) volume. Ask a friend to join you. At one point, when they're in the flow, cut the sound completely. Kill the power. Notice their response. Now do it again, but this time fade the volume.

This is not a trivial thing.

And although Apple and the iPhone certainly aren't the first to use this kind of "absence-of-abruptness" to the user experience, they've done it in an elegant, subtle, flow-supporting, enchanting way

Creating Passionate Users: iPhone and the Dog Ears User Experience Model

Don't be the product, buy the product!