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A man wrote 600 short essays. And you won’t believe what happened next!

We’ve all read the overheated headlines promising some amazing revelation of human nature. But human nature being what it is – the results are seldom amazing.

Still, hope springs eternal and, despite our determination never to be sucked in again, we click on the link of 25 pictures that broke the Internet. Most of them don’t even cause me to break into a smile.

Everything is designed to try to get you to follow the link to this or that site. And why? Well, apparently, the more people that visit a site, whether it is a pseudo-legitimate news site like Buzzfeed or the Huffington Post or much less reputable portals to a life poorly wasted, the more they can charge for the advertisements that appear on them. Because that’s what they really want you to click on. The endless ads, carefully (ha ha) selected to match your tastes and habits.

But I never click on the ads, you say. I’m not influenced by such things. I wonder how the advertising industry has managed to sustain a multi-billion dollar business if no one pays attention to ads.

But of course you do. Most of us can sing a dozen ad jingles from our childhood – back when jingles were a thing – but not a single number one hit of our teenage years. Of course, advertising has an impact. You may not notice it but every time you are looking at a shelf of nearly identical goods – especially if you are in a rush and aren’t really focused – you will almost always reach for the one whose name – whose brand – you recognize. And you will, from time to time, believe that you do so because it is better quality than its cheaper competitors.

Years ago, when I was in chemistry class, we did a blind experiment to see which detergent was best at removing dirt. We stained identical scraps of cloth with identical and carefully weighed samples of dirt and grease. We then washed them for identical periods of time in identical amounts of water.

Guess what? The cheapest brand did the worst job. But not by much. And the most expensive one was slightly worse than the one in the middle. And none of them did a worse job when it came to the naked eyes. That is you could weigh the remaining dirt but not see it.

Most of the students were outraged by the results; some because they wanted the cheap brand to do best, proving a corporate conspiracy. Others wanted the brands to do exactly as well as the price attached to them. Because that’s how the market works, right?

Actually the market works exactly like that – on false information and inflated expectations. All driven by advertising.

There are those that think money doesn’t make a difference in politics and cite studies to show that high spenders don’t always win. But when you consider that in a perfect world those high spenders would not even be in the running based on their non-monetary characteristics…

Click on this to learn the real story.

And that’s ten minutes.

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