Sometimes I play Rocket League, where I'm intensely focused on the playing field and not paying attention to anything else. I'll have some random song or phrase in my head the whole match, just there in the background. And then there will be a pause in the action, and I'll for (what I thought was) the first time, look at the names of the other players long enough to actually read them, and there it is: one of them has a name that prompted that song or that thought in my head. I had no idea. I thought I was 100% focused on the action in the game, but those names influenced me anyway.