That may explain why offers like 99-cent hamburgers and 0% financing on cars--which appeal strictly to cold common sense--sometimes backfire.

FORBES: Magazine Article

Understandably, with the end of the Cold War the sense of omni-Present Danger receded.

CENTERFORSECURITYPOLICY: Center For Security Policy

Now a grocery story is getting in on the act, and not just because it wants to inject its aisles with a bit of glamour--it makes cold, hard business sense.

FORBES

Until, that is, even he and the man who signed the treaty for the United States, Richard Nixon, publicly acknowledged in the 1990s that such deliberate vulnerability made no sense in the post-Cold War world with its proliferating missiles and nuclear programs.

CENTERFORSECURITYPOLICY: The Denuclearizers' Bridge-jump

But when the cold calculus of logic is swapped out for the gut-sense of intuition, this is the implicit system at work.

FORBES: Mind Hacks: How Innovators Really Arrive At Their Big Ideas

Investors of Matrixx Initiatives, a pharmaceutical company, sued the business because it did not disclose to shareholders that its over-the-counter drug, Zicam Cold Remedy, caused a loss of sense of smell.

FORBES: Manage Risk Like Robert Rubin