
Instead of viewing the world in terms of availability of choices, we should view the world in terms of friction required to enact choices. Imagine a world where choices were labeled with how difficult they were to fulfill (like coefficien…
For example, in the physical world of grocery stores, the #1 and #2 most popular reasons to visit are pharmacy refills and buying milk. But grocery stores want to maximize how much people buy, so they put the pharmacy and the milk at the back of the store.