Another model of what we know we know, and what we don’t know that we don’t know. Bit more self-helpy than consultant-y.

Instant cakes didn’t sell at first; you only had to add water, but they changed the recipe so the cook had to add an egg. By doing more than adding water, by adding a real ingredient, she could assuage her guilt. Doing work adds investment to the process, thus creating a sense of ownership.