From the website: Coffitivity recreates the ambient sounds of a cafe to boost your creativity and help you work better. … According to a peer-reviewed study out of the University of Chicago, “A moderate level of ambient noise is conducive to creative cognition.” In a nutshell, this means being a tiny bit distracted helps you be more creative. This is why those AHA moments happen when we’re brushing our teeth, taking a shower, or mowing the lawn! If we’re not focused too much [on] a task at hand, we come up with awesome stuff. In the coffee shop, the chatter and clatter actually distracts us a tiny bit and allows our creative juices to start flowing.