"it's that it's not worth my mental energy to debate whether to spend a nickel." Related in a way: How people can easily waste "energy" because it takes no "me

"it's that it's not worth my mental energy to debate whether to spend a nickel." Related in a way: How people can easily waste "energy" because it takes no "mental energy" to do so. Each time you turn on a light or decide to leave a light on (or even drive to a store) you are not confronted with "going to drugstore, cost 1.23, proceed?". ".10 to turn light on for 1 hour, proceed?" The cost is hidden and given to you in bulk. You just have to decide generally that spending $35 per week for gas is "worth it". (Along with other fixed type expenses). It's interesting that the opposite of netflix was the video store, even with a monthly plan and no cost per DVD. You would have to get to the store, review the available movies, and then decide which one to rent. All along knowing that if you got home and didn't like the movie, you'd have to trek back to the video store and repeat the process. In that case, and even assuming the cost was $9.99 per month, you are closer to having a "cost" and energy (physical and mental) than you do on netflix. On netflix the mental energy requirement is there as well but not the same as a video store obviously. You still have to cue up the movie, watch some of it, and then decide when to stop watching (3 minutes in, 20 minutes in etc/) if it doesn't appear to be what you like. This is after spending some thought to what you want to watch in the first place. Which brings me to my point. One of the things that I have learned in business is to not make people have to think, that is to make it easy for them to make a decision. Instead of giving them 20 choices only give them 3 or 5 choices. People I have found, at least with things that I have sold, like this a great deal.