I've read two or three books about pattern recognition in its broadest sense.
PopCo by Scartlett Thomas and the one by William Gibson spring to mind.
They both include the idea of the person that spends their time divining the Zeitgeist and figuring how to repackage it for greater corporate profit.
Both stories include protagonists who are a little off kilter with their peers. In PopCo the heroine travels on a midnight train to avoid her co-workers and in the Gibson we see someone who has a phobia towards all brand labels.
They'd understand the little quote I heard today whilst travelling across the countryside, "I really want sunglass frames that colour", pointing towards the bales of hay in the field.
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