From the moment we are born, we are taking in information and filing it away — everything from the way mom looks at us during a 2 a.m. feeding to the way we pick out a new shirt in a department store.
Our content filter, that reservoir of knowledge critical to our survival, keeps all of this information filed away in clusters so we can make quick decisions, "I love that shirt" or "Eww, what are you wearing?!"
While this system is very efficient, is also very lazy. For example, the "I love this shirt" response is efficient, it quickly arrives at the decision. However, it does not take into consideration the price of the shirt or how much money we have to buy it.
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