People overvalue such biases. So violating them tends to be an insufficiently explored territory where you'll find good new ideas.
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When I read that even animals dislike being treated unfairly, I automatically ask "How could one benefit from being treated unfairly?"
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There must be edge cases where you're treated unfairly yet end up net ahead, and the bias against unfairness means they'll be underpriced.
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and a lot aren't
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so pushing back against such biases can either overcome them or redraw the boundaries? ie unlock previously incomprehensible value
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