It helps that when you read Dan Ariely's stuff it confirms every kind of thought you had on the back of your head about how people 'work'. I'm aware that doesn

It helps that when you read Dan Ariely's stuff it confirms every kind of thought you had on the back of your head about how people 'work'. I'm aware that doesn't mean it's correct per se, in a hard-science sense, but it does help popularizing the field when every person who reads Predictably Irrational recommends it to other people