The Decline Effect???
http://en.wikipedia.org/wiki/Decline_effect
http://declineeffect.com/?page_id=24
http://www.newyorker.com/online/blogs/newsdesk/2011/01/jonah-lehrer-more-thoughts-on-the-decline-effect.html
http://thelastpsychiatrist.com/2011/02/the_decline_effect_is_stupid.html
http://www.wired.com/wiredscience/2010/12/the-mysterious-decline-effect/
http://scienceblogs.com/insolence/2011/01/05/is-the-decline-effect-really-so-mysterio-1/
A good segment on NPR about the decline effect (week of June 29, 2012) http://www.onthemedia.org/2012/jun/29/decline-effect-and-scientific-truth/#commentlist