We don't actually know why we do things - but that's where the money is

So in other words, we think we know why we do the things we do, but actually it's probably a story we've constructed or we've we've post rationalized or confabulated after the event in many cases. And, you know, a large part of our kind of emotional machinery effectively is a kind of it's not quite a black box, but it's it's a pretty opaque box. And I would argue I would argue there is huge huge commercial importance, not necessarily to understanding this perfectly but to understanding it a lot better. And sometimes I think the best we can ever do is to say, I don't know if this is what the problem is, but let's test it.