In a classic episode (片段）of The Simpsons, Homer's class reunion ends in shame when one of Homer’s guilty secrets is exposed: he never graduated from high school. To get his diploma, he must pass a science test. As he sits down to retake the exam, he holds one of his trademark dialogues with his brain. “All right，brain. You don’t like me and I don’t like you. But let’s just do this and I can get back to killing you with beer.”

Many a true word is spoken as a joke. Homer Simpson’s Everyman character really is an Everyman. For most people, engaging in the kind of effortful thinking that is required to pass a science test feels too much like hard work. It is so much easier to quit and let the brain’s autopilot take over.

And no wonder. Evolution has blessed the human brain with all kinds of mental shortcuts that make life manageable. If we had to think about every action or weigh up every decision, we would break down. As a result, certain ideas and modes of thinking come naturally to us, such as effortless thinking.

But at huge cost. Our mental shortcuts work fine at the level of individuals and small-scale societies, but in an increasingly interconnected and globalized world, they are a danger to society. Effortless thinking is at the root of many of the modern world’s most serious problems: terrorism，hatred, inequality and religious extremism. All are caused by people disengaging their critical thinking and going with their gut (非理性的）feeling.

Everybody is capable of gut feeling, but also of the critical thinking. Both thinking styles are needed to make the world go round. Unfortunately, the latter requires training that is unavailable or unappealing to many people.

One of the bright spots in 2017 was the start of a movement called the March For Science. Those who believe in the power of science need to keep on marching, or give more power to people who don’t much like their own brains — or other people’s.

There is no doubt e-commerce is growing, and it will continue to grow. However, physical stores would not die as a result of the rise of e-commerce, at least not in the near future. The idea that e-commerce is taking over physical stores has already misguided many people. Physical stores are far from vanishing (消逝), and there are some solid reasons for it.

The projections for online spending is optimistic with 150 billion expected to be spent in the coming three years, yet we are also expecting 300 billion in spending at physical stores in the same duration. Do you still think that physical-store shopping is too small to sustain (支撑) the e-commerce blow?

Even though consumers are staying away from physical stores that follow older concepts, yet we are seeing the rise of fresh concept stores all around the US. We are seeing innovative and attractive success stories of physical stores, ranging from clothes stores to restaurants to health spas. It would be easy to assume that this trend will continue.

Indeed, many shopping malls are dying, yet there are still some shopping centers that are performing well. You can see this for yourself by visiting shopping malls near you. What I want to emphasize here is that not all shopping centers are made equal, just like not all e-commerce retailers (零售商) are made equal. Both shopping malls and e-commerce sites can lose business if they fail to maintain productivity through improvements and innovations. When you visit shopping centers that are serious about their business, you would see their shops and parking lots packed.

On the other hand, even e-tailers like Amazon have experimented with pop-up shopping concepts. It is important to bear in mind that consumers prefer face-to-face interactions instead of online interactions during shopping, meaning that physical stores are going to stay there.

Still, e-commerce retailers are seeing all of their excitement disappear as they settle the sales tax problem associated with e-tailing. As of now, five states of America have already imposed sales tax on purchases through e-commerce sites, and e-tailers in those states have already witnessed 6 to 12 percent decrease in sales.

This reinforces the fact that physical stores are here to stay, and if you are still undervaluing their growth, you are omitting (省略) a huge chunk of the retail representation.

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I have had just about enough of being treated like a second-class citizen, simply because I happened to be that put-upon member of society ― a customer. The more I go into shops and hotels, banks and post offices, railway stations, airports and the like, the more I’m convinced that things are being run just to suit the firm, the system, or the union. There seems to be a new motto for the so-called “service” organization ― Staff Before Service. How often, for example, have you queued for what seems like hours at the Post Office or the supermarket because there aren’t enough staff on duty at all the service counters? Surely in these days of high unemployment it must be possible to increase counter staff. Yet supermarkets, hinting darkly at higher prices, claim that bringing all their cash registers into operation at any time would increase expenses. And the Post Office says we cannot expect all their service counters to be occupied “at times when demand is low”.

It’s the same with hotels. Because waiters and kitchen staff must finish when it suits them, dining rooms close earlier or menu choice is lowered. As for us guests (and how the meaning of that word has been cut away little by little.), we just have to put up with it. There’s also the nonsense of so many friendly hotel night porters having been gradually withdrawn from service in the interests of “efficiency” (i.e. profits) and replaced by coin-eating machines which supply everything from beer to medicine, not to mention the creeping（慢慢加剧的） threat of the tea-making set in your room: a kettle with teabags, milk bags and sugar. Who wants to wake up to a raw teabag? I don’t, especially when I am paying for “service”.

Our only hope is to repeat our anger whenever and wherever we can and, if all else fails, restore that other, older saying ― Take Our Custom（买卖） Elsewhere.