Nir and Far: Business, Behaviour and the Brain

The Limits of Loyalty: When Habits Change, You’re Toast - Nir & Far

“I’m endlessly loyal,” my wife said, staring straight into my eyes. But she wasn’t talking about our marriage — she was pledging her allegiance to a piece of software. “I’ll never quit Microsoft Office,” she told me. “It does too much for me to leave it.” For a moment I wondered if her husband had engendered the same reverence, but then I remembered things…