>> You press the middle button so you don’t look cheap to the people behind you in line The reasoning is "so you don't look cheap". If "looking cheap" matters

>> You press the middle button so you don’t look cheap to the people behind you in line The reasoning is "so you don't look cheap". If "looking cheap" matters to you, shame will rule your life and your actions. What other people think generally does not matter - assuming "other people" are not your boss, spouse, or someone in a direct position to affect you. Not trying to make a case for becoming a sociopath, but they definitely don't experience that guilt described in the article.