The thing that happens when you say a word over and over and then it doesn't sound like that word anymore...
From Wikipedia:
The explanation for the phenomenon was that verbal repetition repeatedly aroused a specific neural pattern in the cortex which corresponds to the meaning of the word. Rapid repetition causes both the peripheral sensorimotor activity and the central neural activation to fire repeatedly, which is known to cause reactive inhibition, hence a reduction in the intensity of the activity with each repetition.
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