"If we listen human instinct actually tells us what we need, but advertising makes us want things we don't need and things we can't have."

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When a scientist doesn't know the answer to a problem, he is ignorant. When he has a hunch as to what the result is, he is uncertain. And when he is pretty darn sure of what the result is going to be, he is in some doubt.

— Richard P. Feynman