it's an association machine. >> when you think about this, does it make you feel the way in this economics is done, the way we think about economics is all wrong? because there is a sense in which what you're describing is the human capacity to really make false judgments all the time, to not know what is in your best rational self-interest. >> the idea that people are completely rational really is something very important, which is that the government has the responsibility to ensure disclosure. that people are given correct information when they interact in the market. it doesn't matter for a rational agent whether the print is small or large. it matters a lot for people with a lazy sort of system, lazy, slow thinking. they don't read the small print. none of us read the things that flash on the computer screen and