“The meaning of a sentence is what happens in your associative machinery while you understand it…In terms of the associations they bring to mind—how System 1 reacts to them—the two sentences really ‘mean’ different things,” (page 363). “Reframing is effortful and System 2 is lazy,” (page 367). Potential for error: Thinking we make decisions in an objective bubble when in fact there are subjective factors at work about which we are unaware.