The article "Uniqueness, the human pursuit of difference" explores the concept of uniqueness and the human need to stand out. It discusses how people seek to be different from others and the factors that drive this desire. The researchers examine how individuals express their uniqueness through various attributes like commodities, names, attitudes, beliefs, and performance. The study also looks at how losing one's uniqueness can lead to deindividuation, while embracing one's differences can lead to individuation. Overall, the article delves into the reasons behind why people strive to be unique and how this pursuit shapes their behavior and interactions with others.