A Very Simple Bad Decision Is To

We Need To Believe That We're Good People, And We'll Do Just About Anything To Maintain That Perception.

We All Want Explanations For Why We Behave As We Do And For The Ways The World Around Us Functions. Even When Our Feeble Explanations Have Little To Do With Reality. We’re Storytelling Creatures By Nature, And We Tell Ourselves Story After Story Until We Come Up With An Explanation That We Like And That Sounds Reasonable Enough To Believe. And When The Story Portrays Us In A More Glowing And Positive Light, So Much The Better.

You Can Think About Life As A Battle Between You And A Doughnut Shop. The Doughnut Shop Wants You To Eat Another Doughnut And Pay The Money, And You Want To Do It In The Short Term, But In The Long Term It's Not Good For You Either Financially Or From A Health Perspective.

We Don't Really Want A Huge House, But We Want The House To Be Slightly Bigger Than Our Neighbors, And A Car That Is Bigger Than Our Neighbor's, And They're Going On Vacation That's Slightly More Expensive, And This Escalation Happens That Things Got Out Of Hand.

While We Somehow Understand Revenge On An Intuitive Level Between Individuals, I Do Suspect That Companies, Assuming That People Are Rational, Completely Miss And Underestimate The Motivation People Have For Revenge.