The "MAKE IT SAFE TO FAIL" was contradicted by the article. "This is a pity because experimentation can produce outsize rewards. For example, I wouldn’t be ris

The "MAKE IT SAFE TO FAIL" was contradicted by the article. "This is a pity because experimentation can produce outsize rewards. For example, I wouldn’t be risking much by trying a generic soda, and if I liked it enough to switch, the payout could be big: All my future sodas would be cheaper." You don't get much safer to fail than trying one soda. The article was about trying new behaviors different from habits, rather than trying big new things, and was disappointing overall.