I think I understand what you mean, but the whole idea is that the x-axis represents something's "human-ness," with "not a person" to the far left and "a person" on the far right. Familiarity in this case means "people like it," and the traced line indicates how much people like/dislike the thing as it progresses from "not a person" to "a person."
I dunno if this is really the best response, but I saw that nobody replied to this and figured you deserve at least some explanation.
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