Discovering how vulnerability and fear and trust and desire influence giving, spending, investing and sharing is THE biggest revelation in marketing.
Not the numbers. Never the numbers.
The relationship of money and life is not rational, and only pretends to be intellectual (appearances can be deceiving and therefore not worth trusting).
The assumption that leads us astray is that numbers are reasons... for anything except efficiency - and even then efficiency is a perception of value to oneself.
This is marketing... marketing for everything and everyone.