- Too much choice lessens sales
- customers are bamboozled by too many options switch off and after get 'might have' and disappointment - SELLING so direct the customer using menus - BUYING save time instead of looking for perfect set down what will satisfy you and take the first one you find that meets that ctiteria

1. - Researching brainwashing techniques the U.S. Dept of Defense comes with idea of roughly interrogating soldiers before they go to combat, so then they know they can withstand questioning. (North Korea had brainwashed US soldiers)

- In research for this they use Harvard students and use humiliation to "break" them

... One of the scientists was a sado-masochist and one of the subjects he worked on was a shy brilliant, but displaced loner student ... That student 12 years later became the Unabomber.

- Podcast : Radiolab on Science Mistakes

- the other bits were quite interesting as well

- They didn't mention penicillin wasn't found earlier cos it poisons guinea pigs.

- On Radiolab Episode about Words 1. Children like rats can recognize left and blue, but can't combine them to recognize the blue wall on the left

- On Radiolab Episode about Words, Jad and Robert talk to James Shapiro, a Shakespeare scholar at Columbia. He notes that Shakespeare is the inventor of an impressive list of words and phrases. It's obviously interesting to see the origin of common phrases that you don't even think about using - "eaten me out of house and home", "charmed life", "dead as a doornail", "full circle", "good riddance", "in a pickle", "Knock knock! Who's there?" (whoa, seriously?), etc. The part I found the most intriguing was Shakespeare's pioneering use of prefixes like "out" ("outbreak", "outgrow", "outweigh"), "over" ("overgrowth", "overview"), and "un" ("unaware", "unchanging", "uncomfortable", "unreal"). Oh, and he invented "eyeball".

ROBERT KRULWICH: But look what he did just by adding a little prefix “un.”

JAMES SHAPIRO: There’s so many words that we’re now familiar with—unnerved. You know, we all know what that means but nobody had heard of unnerved, unaware, uncomfortable .... Unearthly, unhand, undress, uneducated, ungoverned, unmitigated, unwillingness unpublished, something that’s near and dear to my heart. ... Unpublished. Unsolicited, unswayed, unclogged, unappeased, unchanging, unreal.

JAD ABUMRAD: Would an audience at the time have understood what the “un” prefix meant, not real?

JAMES SHAPIRO: I think it takes you a split second. Uuuunnnnnrrrrrreeeeaaaaallll… To kind of put that “un” on the real.

ROBERT KRULWICH: But then suddenly you got this new concept that there's something real but not.

JAMES SHAPIRO: He’s taking words that ordinarily are not stuck together; things like mad cap, ladybird. Shoving them together, eye drops, to achieve a kind of atomic power. Eyesore, eyeball.

ROBERT KRULWICH: It’s hard to understand how someone could think of, that up, it seems like it’s always been there.

JAMES SHAPIRO: If you ask me what his greatest gift is. He's putting them together into phrases that have stuck in our heads. So truth will out. What's done is done. I could "go on and on". Crack of doom. My favorite: Dead as a doornail. A dish fit for the gods. A dog will have his day. Fainthearted, fool's paradise, forever and a day, foregone conclusion, the game is afoot, the game is up. Greek to meet, I’m in a pickle, in my heart of hearts, in my mind’s eye, kill with kindness. (Sigh.) Believe it or not, knock, knock, who's there? Laugh yourself into stitches; love is blind, what the Dickens, all’s well that ends well. Something wicked this way comes. And a sorry sight.

JAMES SHAPIRO: How did he create phrases that stick in the mind? That make it seems as if they always existed.