Enjoyed this a lot.
I really helped me make great decisions. Well, at least some aspects of the decision making process are now more clear. I mean, I think I took something away from the book. Actually, I don't really know anymore. I can't make up my kind.



Flip a coin game: heads, I give you $100, tales, you give me $50. 
Most people won't play because they are loss averse. 
"Researchers have found that people view losses 2-4 times more painful than gains are pleasurable."

Example: purchase protection insurance is the most lucrative part of the consumer electronics business.