This is a combination of 2 mathematical things -- the Golden ratio and the Fibonacci sequence.
The Golden ratio is (a+b)/a = a/b or ((1 + sqrt(5))/2 = 1.618...). A rectangle with sides of length a and b (with a>b) can have a square of size b removed from one end and leave a rectangle with the same ratio of sides as the original, but smaller of course.
The simplest Fibonacci sequence is (0,1,1,2,3,5,8,13,21,...) start with 0 and 1, add them together to get 1. The last 2 entries are now (1,1), add them to get 2. The last 2 entries are (1,2), add them to get 3. Etc.
The 2 are related in that dividing an entry in the Fibonacci sequence by the one before it gets closer to the numeric value of the Golden ratio the higher the entry number is
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