Surrendering eliminates the fear factor that spa newbies (and many men) confront when they look for something beyond basic Swedish massage.

FORBES: Wave the White Towel

It eliminates the fear factor because it focuses you.

FORBES: Magazine Article

This, in theory, eliminates each cleaning company's fear of being undercut by competitors if it allows higher wages.

ECONOMIST: Janitors band together in Houston

Carr, who spent five years studying bank robberies and interviewing crooks, argues that a warm greeting to a would-be robber eliminates psychological "trigger points"--confidence, anonymity, control over his fear--that the robber needs to go ahead with the crime.

FORBES: OutFront