Years ago, I watched a focus group explain itself into a contradiction. We asked people what mattered when choosing car insurance. Price won. The deductible came next. Reputation did not appear. During coffee, I asked the interviewer to change the question. How much cheaper would a less prestigious insurer have to be before they switched? One participant, who 15 minutes earlier ranked price first, said no discount was large enough. Nothing changed except how we asked the question. Something...