Sublime

When evaluating a transaction, traditional economic models simply compare the value to the price. Real, human people, however, compare value to price plus other elements, like fairness.

called Stickk.com that facilitates similar friendly commitments.

many people took on more and more risk with the justification that they were playing only with their gains from the past few years.

Early experiences with defined-contribution savings plans revealed that Humans could use some help on three fronts: enrolling in the plans, increasing their contribution rates, and improving their investment returns.