Because we have [selective attention](https://www.youtube.com/watch?v=vJG698U2Mvo).
Our brains forget (disregard) A LOT of what we see, hear, smell, touch, etc. Your eyes and ears send a constant feed of information to your brain, and it’s A LOT of information that you don’t really need. Colors, make/model of all cars passing by. The faces of everyone in a crowd, their clothes, etc. You don’t NEED all of this information so the brain pretty much drops it (forgets it) as soon as it gets it (from your eyes).
So as a result, memory functions based on importance, on triggers. Loud noises, shocking things happening to you, changes from “normal” are what you’ll memorize, what the brain will pay attention to.
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