Joshua Foer

We often talk about people with great memories as though it were some sort of an innate gift, but that is not the case. Great memories are learned. At the most basic level, we remember when we pay attention. We remember when we are deeply engaged.

Over the last few millennia we've invented a series of technologies - from the alphabet to the scroll to the codex, the printing press, photography, the computer, the smartphone - that have made it progressively easier and easier for us to externalize our memories, for us to essentially outsource this fundamental human capacity.

When consumers do not take full advantage of efficiency gains, it is because they are weighing other factors that influence their decision making. When the federal government arbitrarily places one of those factors over others, it makes consumers worse off.