I am doing an experiment in memory and trying to memorize the name of every U.S. county, with the aid of a map. Several months in I can say that the brain inexorably will tie names together (wether by geographical proximity or etymology, e.g. Imperial-Riverside-San Diego or Redwood-Greenwood), and the addition of new names affects the perception of the ones before, or the perception of words which happen to be county names. I could write an entire essay on the limits of memory, but it would hardly be better than Jorge Luis Borges's story Funes, the memorius.
For anyone curious I can name 80% of U.S. counties with the aid of a blank map, and my geographic intuition has improved greatly. Every county (and county name) has a history attached to it, and sometimes when someone tells me where they grew up, I can guess their ancestry more or less, especially if they come from rural areas. It surprises them, sometimes even more when they know I'm not american.