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  1. This happens with certain non-Newtonian fluids. This particular fluid is white glue cross-linked with sodium tetraborate in solution

    > Shearing in the flow of the liquid concentrically around the rotating rod causes the component of the stress normal to the circular flow direction to become greater in magnitude compared to the two other mutually perpendicular components. This causes the fluid around the rotating rod to contract and be squeezed up along the axis of the rod causing it to in turn “climb” the rod.

    source video: https://www.youtube.com/watch?v=npZzlgKjs0I

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