"Personally, I don't see old economics and behavioural economics as opposed. It is useful to assume people are rational as a good approximation to their long term behaviour, but it would be unwise not to think how in practice their behaviour may deviate from that simplifying assumption."

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Take the so-called standard of living. What do most people mean by "living"? They don’t mean living. They mean the latest and closest plural approximation to singular prenatal passivity which science, in its finite but unbounded wisdom, has succeeded in selling their wives.

— e. e. cummings