ipod & shuffle

When Apple first introduced the shuffle feature on its iPods, the shuffle was truly random; each song was equally as likely to get picked as any other. However, the randomness didn't appear random, since some songs were occasionally repeated, and customers concluded that the feature contained some secret patterns and preferences. As a result, Apple was forced to revise the algorithm. "We made it less random to make it feel more random," said Steve Jobs, the CEO of Apple.*

//link

'oh, shit' & dopamine

Whenever the dopamine neurons make a mistaken prediction—when they expect juice but don't get it—the brain generates a unique electrical signal, known as error-related negativity.
The signal emanates from the ACC, so many neuroscientists refer to this area as the "oh, shit!" circuit.

//here

reason & emotion

If it weren't for our emotions, reason wouldn't exist at all.

//here