“Not surprisingly, the father if market efficiency, Gene Farma, has a very clever way to avoid the pitfalls of hyperbolic discounting. When he's invited to talk or engage in sone business activity, he has a . simple rule for deciding whether to accept: no matter how far in the future it's scheduled, he ask himself whether it's something he would want to do if the event were next week; if the answer is yes, he accepts, otherwise, he politely declines. This simple rule of thumb ensures that he uses the same discount rate across all decision horizons.”