“However, much of the time the sociologist moves in sectors of experience that are familiar to him [sic] and to most people in his society… It is not the excitement of coming upon the totally unfamiliar, but rather the excitement of finding the familiar becoming transformed in its meaning. The fascination of sociology lies on the fact that its perspective makes us see in a new light the very world in which we have lived all our lives.” 

– Peter Berger, (1963: 21) “Invitation to Sociology” [my emphasis]