I just finished reading this wonderful book: Predictably Irrational by Dan Ariely. It describes how we systematically behave irrationally, hence making it predictable. Although I consider myself a fairly rational person, I must confess I’ve acted rather irrationally a few times in the past (Ah, to be young and foolish). I would’ve thought that those were erratic, one-off cases but the book presents a case that there are patterns underlying our fallibility. One pattern that really resonated with me was how we behave irrationally around zero cost. There’s a particular allure for free stuff.