When things are innovative, nobody really cares what they look like. 

We are in the age of hyper-competition. Being a big spender is a seductive way to make you feel like you belong.

Framing matters a lot. Spending for the benefit of the group feels a lot better than spending solely for yourself. People ideally want both.

Gamifying of apps means companies can't make products look better, so they are tapping into your human biology and psychology.

Money makes games hyper realistic. More real than real. 

Games have 1. variable outcomes, 2. frequency, and 3. sense of control. These create addiction, not flow.

Companies talked about "delighting their users" because they ran out of ideas.

Chaos causes conflict and entertainment.