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The process of removing branding influence from one's identity. Typically required by people who are influenced by religions, brands, sports teams, or nationalism who suffer from anxiety or stress related to the criticism of said groups.

A play on the etymology of ataxia, atataxia means literally, the loss of the loss of movement, or the gaining of freedom. Originally developed as an extension of the toolkit of soul forging.
Steve experienced atataxia as he spent less time playing WoW and wasn't as insulted when people criticized the game.
by longbus May 15, 2016
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