When you change the context of a search (by changing the topics), you also change the entire cultural context, which is reflected in the Macroculture section of the platform.
For example, consider a search for gut health:
Then, you add the context of weight loss:
The cultural universe shifts. While the original set of topics focused on their gut flora, natural options, and problematic foods, the new topic universe emphasizes optimization-seeking activities (weekly blood tests), big lifestyle changes, and even specialty diets.
This means that the consumer's understanding of the first topic of interest (gut health) changes when they’re also thinking about another context (weight loss).