Perception can be more powerful than reality. We often make important life decisions without relying on evidence and data, because we trust our instincts, but we forget this when anticipating the behavior of others. If we can learn more about how we think, what we value, and how we make decisions, we can better understand and empathize with all people, including those we call users. This talk is a mishmash of science, human behavior, perception, and meaning. Guaranteed to be the weirdest talk of the conference.