Is There a Behavior Model for Your Business Model?

Many business models are going to fail around is they pretend that people are rational actors, and they're not. So if you don't have a behavior a model supporting your inference, then you're almost kind of ignoring one dimension of the problem. And gregg just brought up the internal side, which i didn't even break up, which is the it's not just your customers, it's the people inside where we're trying to short circuits. You almost need like, another behavior model to prevent your people from doing all the crazy and stupid things that people who think they're smarter than they are do. Ye almost like it needs to a bit of responsibility on the data.