We have all heard the phrase, first impressions are hard to overcome. Have you ever really thought about how that influences your decisions every day? When you meet another person for the first time, do you really see the complex organism functioning before you? Do you appreciate the spectacular feat of nature that is represented by all those internal organs? Or, is your first thought – he/she is beautiful, or ugly, or different, or so bland you really do not react at all. Now, suppose it is a group of people. Which one draws your attention first? Be honest, it is the one who is really different looking – not different inside (that will come later) but different outside. Same is true in almost every interaction we have, even with objects. We like the car we think is the most beautiful looking, we like a piece of clothing because it is our ‘style’ (in-other-words it has our ‘look’), and everyone knows we buy new wines based on how cool the label is – taste comes later.