The Elephant in the Brain - Robin Hanson
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Consider how some ideas are more naturally viral than others. When a theory emphasizes altruism, cooperation, and other feel-good motives, for example, people naturally want to share it, perhaps even shout it from the rooftops: "By working together, we can achieve great things!" It reflects well on both speakers and listeners to be associated with something so inspirational. This is the recipe for ideas that draw large audiences and receive standing ovations, the time-honored premise of sermons.
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