I have heard the name, of course - actually, I have never heard it, never heard his name spoken - but I have seen the name on news online pages. I have never seen his photo or heard his voice; I just accepted the name as the latest in a long, long string of momentary top-of-the-heap fads, so it doesn't bother me.

I suspect that Guest/Josep has simply become sensitized to Bieber's name/face and now he sees it everywhere. We've all had that experience, no doubt: hear of a brand, a person, an event, a word, for the first time and suddenly it seems it is everywhere.