"In setting up a business under the name and meaning of the Golden Rule, I was publicly binding myself, in my business relations, to a principle which had been a real and intimate part of my family upbringing. Our idea was to make money and build business through serving the community with fair dealing and honest value."

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When a male vole repeatedly mates with a female, a hormone called vasopressin is released in his brain. The vasopressin binds to receptors in a part of the brain called the nucleus accumbens, and the binding mediates a pleasurable feeling that becomes associated with that female. This locks in the monogamy, which is known as pair-bonding. If you block this hormone, the pair-bonding goes away.

— David Eagleman