William Gibson's new novel is called "Pattern Recognition." His heroine, Cayce Pollard, is a 'coolhunter'. She spots trends in the making so companies can exploit them. A mysterious stream of videoclips has been popping up on the internet. They have become "cool." So, Cayce is hired by an advertising company to locate their source. She is brought in because she can spot a winner. Her heightened sensitivities tell her when an image or logo will be a success. In fact she's always right. But that gift comes with a cost; an allergy. Cayce Pollard is deathly allergic to some of the logos she comes across in everyday life. William Gibson told Minnesota Public Radio's Euan Kerr he wanted to create a Swiftian exaggeration of something everybody does.