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There was a time when curiosity was condemned. Through curiosity, our innocence was said to be lost. Yet this hasn't deterred us. Today we spend vast sums trying to recreate the first instants of creation in particle accelerators, out of pure desire to know. There seems now to be no question too vast or too trivial. No longer reviled, curiosity is now celebrated.By examining the rise of curiosity from the dawn of modern science to today, we can examine how it functions in science, how it is spun, packaged and sold, and how the changing shape of science influences the kinds of questions it may ask.