One of the things that we do is we increase, we dramatize, how expensive it will be to tell other people that we are ignoring sunk costs. 'It will break my parents' heart if I tell them that after 10 years, I hate being a lawyer because they paid for me to go to law school. And so therefore, I'm going to be unhappy for 10 more years because I don't want my parents to be unhappy for an hour.'