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@josias I agree. As I boycott #Amazon, small businesses will appreciate my doller more than Amazon will miss the dollar they lost. But whether I fixate on Amazon's loss or the competitors gain it's immaterial.
A study involved telling doctors "this procedure has a 20% failure rate" & telling another group of docs that it has an "80% success rate". Result: more docs favored the procedure when the success rate was 80%. When in fact both groups should have favored the procedure just the same.
@josias Actually I think it was 90/10, but anyway.. the docs in the study were embarrassed when they were given the results.