The invisible force that makes “sunk cost” the most expensive phrase in the English language.
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The emotional tax that makes every decision feel like a referendum on your self-worth instead of a simple math problem.
The brain’s built-in scam that turns “cutting your losses” into “I can’t sell now, I’ll lose everything” every single time.
The reason gamblers keep doubling down and investors keep averaging down—because admitting defeat hurts more than going broke.
The irrational fear of losing $100 that hurts twice as much as the joy of gaining $100.