"Design critique that stops being funny upon reflection Israeli satirical show A Wonderful Country deliberately built sketches intended to stop making audiences laugh on a second viewing. Its executive producer Mully Segev describes the goal: "it appears to be funny and then it sinks in and you think about it once more and then maybe something will touch you and you feel the pain." The kindergarten sketch Gladwell describes made him laugh aloud the first time — and not at all the second. If you want communication to prompt genuine reflection rather than just entertainment, design it so the emotional payload is delayed, not immediate. Source: Malcolm Gladwell, Revisionist History, Satire"