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Four essays, in this order, that show the whole idea in miniature: for every "why people act," there's a "who profits" waiting right behind it.

1Ulysses · On Labels
We named everything and fixed nothing

Twenty years ago, nobody had their boundaries violated. Then the carousels showed up.

↓ Now see who profits from exactly that ↓
2Ilias · On Attention
You can't buy attention, only rent it

Every platform is cheap until you depend on it. Then the rent goes up, and it only goes one way.

3Ulysses · On Philosophy
I've never met the rational actor

Economics built a lot of its models around one guy. He's calm, consistent and perfectly informed. He also doesn't exist.

↓ And the machinery built to exploit it ↓
4Ilias · On Pricing
The most expensive number is the first one

The first price you hear decides what every price after it feels like. Anyone who has bargained in a souk already knows this.

That's the whole shape of it. Everything else is the long version.

See all Ulysses →See all Ilias →