Theories of choice ignore most of what we know about humans. They ignore the fact that humans are often confused, that they often do not know what they want, that they often act out of habit or impulse rather than calculated self-interest.
选择理论忽略了我们对人类的大部分了解。它们忽略了人类常常感到困惑，常常不知道自己想要什么，常常出于习惯或冲动而非经过计算的自身利益行事。
我不是商人。我是设计师和工程师。
People don't buy what you do; they buy why you do it.
