"You have to use your judgment. In cases like that, we say, 'let's be simple minded. We know this is a feature that's good for customers. Let's do it."

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One of the most difficult features of direct experience is that it is unfiltered by any theories or expectations. It's hard to observe without imposing a theory to explain what we're seeing, but the trouble with theories, as Einstein said, is that they explain not only what is observed, but what can be observed. We start to build expectations based on our theories.

— Michael Crichton