If the book were free and ubiquitous, you wouldn't want it. The "exclusivity" of the PDF—even the difficulty of finding it—increases its perceived value. In Chapter 9 of Alchemy , Sutherland discusses how "the effort heuristic" works: we assume things that are hard to get are worth more.
Remember, as Rory would say: "The opposite of a good idea is not a bad idea; it is a logical idea." Stop being logical. Go read the book. alchemy rory sutherland pdf exclusive
: To reduce passenger frustration over delays, engineers might suggest faster trains (costing billions). Sutherland suggests countdown boards . They don't make the train faster, but they reduce the uncertainty that causes the most pain. If the book were free and ubiquitous, you wouldn't want it