Every coincidence is no coincidence but a secret government plot to hide the truth.
You see a Nike commercial saying 'Just do it' and you go and tell your doctor that the government has drugged you into a murdering zombie. X-Files is a category in your budget. You live in Amish country and you find yourself wondering where they hide their spacecrafts. You buy a package of Mulder's sunflower seeds even though you hate the things. You see an advertisement for a 'XXX Film' and think it's three X-Files episodes.