Have you ever noticed how it is that when you first become aware of something new that it seems like it is always popping up in front of you even though you never noticed it before?
For instance, if you learn a new word it seems like all of a sudden everyone you meet is using that word, it's popping up in movies and articles you read. This is known as the frequency illusion. The illusion in this is that it is not that everyone is all of a sudden using a new word, it's just that you have become acutely aware of that word and when you hear it you take note of it. This is ultimately due to the human mind's ability to edit both recognition and memory and to ignore things that it doesn't recognize. So it's because you now know and recognize the word that it seems more frequent - it actually isn't increasing in frequency.