Thinking Is Difficult And Sometimes Unpleasant.

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.

We Are All Far Less Rational In Our Decision-making Than Standard Economic Theory Assumes. Our Irrational Behaviors Are Neither Random Nor Senseless: They Are Systematic And Predictable. We All Make The Same Types Of Mistakes Over And Over, Because Of The Basic Wiring Of Our Brains.

We Usually Think Of Ourselves As Sitting The Driver's Seat, With Ultimate Control Over The Decisions We Made And The Direction Our Life Takes; But, Alas, This Perception Has More To Do With Our Desires-with How We Want To View Ourselves, Than With Reality.

I Don't Think We Should Go Around Life And Being Miserable All The Time And Feel The Pain Of Paying. It's A Question Of What Categories We Want To Spend More On And What Categories We Want Feel That We Are Spending Too Much On And We Want To Cut Down.

Once You Break The Social Norm And Create A New Social Norm, All Of A Sudden It Can Stay With Us For A Long Time.