If you say a word enough times it stops sounding like a word. This is what it sounds like instead.

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 escape -> es-cape -> "s" cape

escape -> es-cape -> "s" cape

 madness -> mad ness -> mad Ness -> mad (Loch)Ness (Monster)

madness -> mad ness -> mad Ness -> mad (Loch)Ness (Monster)

 unicorn -> uni corn -> single corn

unicorn -> uni corn -> single corn

 livestock -> live stock

livestock -> live stock

 guidance -> gui-dance -> guy dance

guidance -> gui-dance -> guy dance

 shampoo -> sham poo

shampoo -> sham poo