That sensation of repeating or rereading a word until it no longer makes sense is unnerving. It's like unraveling a ball of string or picking at a scab.
The word is now a virus. The flu virus may have once been a healthy lung cell. It is now a parasitic organism that invades and damages the central nervous system. Modern man has lost the option of silence. Try halting sub-vocal speech. Try to achieve even ten seconds of inner silence. You will encounter a resisting organism that forces you to talk. That organism is the word.