> People rate their "experience", rather than actual effectiveness. Most people have absolutely no idea what effectiveness is. I read the post-mortem written

> People rate their "experience", rather than actual effectiveness. Most people have absolutely no idea what effectiveness is. I read the post-mortem written by a founder of a effectiveness-comparison company, and their market research eventually found out (too late, because otherwise they would never have started the company) that people didn't really want it. They wanted to feel like they were being treated well and were high-status and could have someone to blame if things didn't work out. Taking the path of best expected results wasn't really on customer radar.