We live in a world full of design choices that few of us ever really appreciate. Consider the last time you went to the airport and flew in an airplane. You might have checked-in online, and then arrived at the airport with your boarding pass at hand. Then you might have tapped into a kiosk to see about an upgrade and arrange to check your bag. And then you passed through the check-in and took a look at your ticket to see where you’d be sitting. When you finally boarded the plane, you had already passed through the outcome of dozens of tiny design decisions, and that wasn’t even the last of it: Consider the way the flight attendants greeted you, the way your boarding was managed, and the scripts they read over the PA to greet you.