It has been called the discovery of the 7th sense. The research into this phenomenon has been described as being of "Nobel calibre". It has been featured in numerous publications around the world, and in the United States it became a household name in the late 90s. It is called Reverse Speech, the phenomenon of hidden backward messages in speech. It initially gained worldwide fame in the early 80s as those strange backward messages in rock and roll. Since that time, research has progressed significantly and it is now known to exist in all forms of human speech.