There are an incredible number of insights tucked inside Dan Ariely's column in the April 2010 issue of Harvard Business Review this month.

Ariely manages to squeeze into 500 words how free is scary, that experiments mean someone is going to get short changed, short term myopia, and the illusion of expert advice.

Take clinical medical trials, I said to the team. When testing chemotherapy treatments, some patients suffer more so that, down the road, others might suffer less. I hoped this put it in perspective. Fortunately, I said, price testing household products requires far less suffering than chemo trials.

Still liking the new approach at HBR.