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made by the players dressed in white while ignoring the players dressed in black. However, the most startling aspect of this research is that many participants failed to notice a player dressed in a gorilla costume walk as cross the stage, beat his chest, and walk out of sight. To all purposes, the gorilla had turned invisible. Although people try to rationalise why they missed the gorilla it is hard to explain such a failure of awareness without confronting the possibility that we are aware of far less of the world than we think.