https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/rules-of-engagement-winning-with-the-basics-in-digital-telecommunications
https://knowledge.wharton.upenn.edu/article/endowment-effect-trading-decisions-are-observable-in-the-eyes-of-buyers-and-sellers/
https://theconversation.com/will-we-still-have-antibiotics-in-50-years-we-asked-7-global-experts-214950