Rita > Recent Status Updates

Good luck sleeping tonight

I'm finding this book extremely upsetting. Part of me doesn't want to continue with it, yet I feel I've been uninformed for too long

Investment of effort aka emotional investment -> people are willing to pay more to keep the mug they own than to buy an identical one they don't.
The IKEA effect - produce something yourself and you'll value it more.
Legacy rituals (shared) vs. ritual signature (personal).
Link between uncertainty & risk and "magical thinking" aka ritual

Habit vs Ritual: A habit is an automatic behaviour designed for efficiency, something you do with minimal thought to get through daily life smoothly. A ritual is a deliberate, structured action that creates meaning and emotional impact by demanding attention and intention, even when it serves no practical purpose.