paraphrase the  section of  "Ads Implant False Memories" by Jonah Lehrer. 

"This idea [the false experience effect], simple as it seems, requires us to completely re-imagine our assumptions about memory.  It reveals memory as a ceaseless process, not a repository of inert information. The recall is altered in the absence of the original stimulus, becoming less about what we actually remember and more about what we’d like to remember."