India, Sept. 9 -- A new brain teaser is putting readers to the test. The setup is straightforward: a grid filled edge-to-edge with the word "iPhone." Every box shows the same word, the same letters, the same shape. But buried in there, one cell does not match. The layout runs just four columns across and five rows down - only 20 slots in total.

Staring at row after row of the same word can quickly turn into visual static. Your eyes stop reading each box individually and instead recognize the overall pattern. That is exactly how this puzzle works. Repetition dulls attention. You think you're seeing what's there, but in reality, your brain fills in the blanks.

Hidden in plain sight is a single word that breaks away from the rest. Instead ...