Graham, fascinating. Yesterday I heard Airely being interviewed about lying and he spoke to the mental trade-off one makes when making a white lie. "Is it better to hurt someone by telling the truth or telling a white lie" for example is a moral trade-off. He says that rationalizing mental process goes on all the time and proposes that the less transparent or direct the act of lying or cheating the less value one places on the morale consequences. The implications for a surreptitious relationship between business and customer are that a face to face transaction is more honest in both directions. But more distance between them and the rationalizing begins. K- Katherine Warman Kern @comradity
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