Last week on your undivided attention.

McDonald's did not figure out how to make the perfect hamburger that would sort of exploit the weaknesses of the human organism.

Someone stood and watched, like, we're going to have two hamburgers so it's a

perfect a B test right hamburger style at McDonald's where are people lining up

the most oh they like this burger better and then let's iterate on that burger and iterate on that burger.

That's Natasha Dow Scholl, an expert on the gambling industry and author of the book

Addiction by Design, which reveals how slot machines keep gamblers in a

suspended state of play that's devastating to their finances

and their well-being. Last week she described how the designers of these machines have hooked

gamblers deeply into an industry

small win's and small losses with the simple goal of extending their time on device.

Sound familiar?

That's an industry term the casinos pioneered long before Facebook and what struck

Natasha about these designers was not their brilliant insights

into human nature. Quite the opposite. They could hardly explain the human vulnerabilities

they were exploiting. If you go into the casino industry, don't find or any of these maybe you don't find sometimes you find it but you don't find as much as you'd expect to the kind of causal

stories and predatory behavior.

What happens though, I think is actually more sinister,

which is...

Or more...

It's the banality of the evil, right, I mean it's just that the formula that gets hit upon, you don't have to understand it.

It rises to the surface and that's the product you go with and you're not even understanding what you're doing. I mean I think that's part of your

...