When you think of it, humans are just conscious minds, struggling against a litany of human biases. For example, this is why first impressions matter, it's not just an old wife's tale, it's based on science and it's called Primacy Bias.

This is why restauranteurs spend so much money on the atmosphere as well as the food. They know that if customers think negatively of the lighting, of the decor, of the comfiness of the chair or the attitude of the serving staff, they know Confirmation Bias will then take over and cloud their view of the food.

Things should not only be right, but look right.

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