Ever been in a place that brings back memories...it is similar but different than you remember. 

Just enough of change. 
Just enough the same.

It is like the uncanny valley. Not the AI kind that makes you think "this isn't real" but the kind that invokes familiarity. But, better than the "valley" because to some extent, there is comfort in the sense of having been there before. 

This is why we like the patterns, the retail stores and restaurants that have the same layout, image, furniture and fixtures. We know it and in this we find comfort. 

It is similar but different enough that you know you are somewhere else. It reminds you of that place near home even though it is that little spot you happened to find on vacation. 

~ Dawn aka Hat Girl