I'd like to offer a psychological analysis of what the idea was behind Dave Portnoy

using a teachable moment approach for the F. The Jews saga that took place.

But first, let me set the theoretical background.

So in 2007, I wrote my first book.

My first book came out, The Evolutionary Basis of Consumption.

And in one of the later chapters where I'm talking about all sorts of deleterious behaviors that people engage in, you know, excessive sun tanning and

pathological gambling and internet, you know, pornographic addictions and propulsive buying and

excessive sun tanning. One of the typical argument for why people engage in behaviors that are detrimental to them is that they don't have better information.

If only they had better information, then they wouldn't do what they're doing.

So if you are fat, overweight, and have high blood pressure,

and you spend all day on your couch, you know, stuffing your face with french fries,

it must be because you don't know any better. Now, if only the benevolent, empathetic government

were to create public service announcements teaching you that it's bad to, you know, be a beached

whale and never exercise and never have, you know, healthy, never eat healthy foods.

If you learn otherwise, then you'll stop engaging in this behavior.

And of course, this is known as the economics of information approach.

And it's completely false.

And so the example that I like to often give is that when you are trying to, say, reach men and get them to stop smoking,

you could give them the epidemiological actuarial tables of the likelihood of them getting cancer or heart

disease in 40 years from now, that is accurate information. But the average young guy who's 20

and full of vigor and thinks that they are immortal doesn't give a damn about what's going to happen

in 40 years. He thinks he's immortal.

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