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I wouldn't discredit the minority that does feel it. Especially when it is just a feel-good thing, and even comes with proven health benefits.
Because it seems like it's way too popular for something that only actually appeals to 15% of the population
But the reason ASMR is so huge as an overall thing is because there is a smaller but very dedicated minority that experiences strong reactions from it.
People who experience ASMR are more sensitive to oxytocin and multiple brain chemicals due to differing gene sequences in the brain from the rest of the population. So it's kind of a neuroatypical thing too.
https://www.youtube.com/watch?v=2J68ncJd3nA