On Shaving and Irrational (predictable) Behavior

Professor Dan Ariely is an authority in behavioral economics; he's actually recognized as such without having any formal training in economics. Taking in consideration the track record of economists in predicting the course of economy, I'm not sure how his lack of a degree in the field is actually a handicap; but let's not deviate from the subject.

Unfortunately, his knowledge of the proper shaving technique is far from satisfying. While his behavioral economics is brilliant, his choice of shaving tools is pathetic. And it pains me, since I actually really like his book and he seems to be a very nice person.

But "improving" from Mach 3 to Fusion, ouch... this is like "evolving" from purgatory to hell.

To his credit, he acknowledges that the current tools make the whole experience unpleasant and the new hi-tech razor from Gillette is only "supposedly" to improve his shaving experience.

I can only hope he'll see the light; which in our case can be a shaving brush, a classic safety razor or straight razor, etc...