Since its founding 27 years ago, Amazon has been consistently clear-eyed about human motivation. From understanding that readers would value selection and affordability over their neighborhood bookstores, to the power of free shipping as an incentive to sell Prime subscriptions, to promising investors huge future profits in exchange for anemic present growth, Amazon has bet on the power of rational, economically driven decision-making. But when it comes to splitting its stock, Amazon seems to eschew logical thinking and instead rely on folk wisdom. To be clear, Amazon hasn’t announced its intention to split its stock. But it has been rumored for weeks, and with its shares trading at $3,291 as of yesterday’s close (May 7), old-fashioned thinking makes it a candidate for a split. If Amazon goes down that road, however, its motivations may be non-financial in nature.