In our field today I feel like there's so many experiences that that are unleashed upon society that it almost appears as if nobody that created the thing ever used it or even considered human factors. So you're practicing UX who don't really have much of a research background or psychology background or an appreciation for that can kind of cheapen what the field seems to be right. Do you have does that bother you do you have any thoughts on how that happens and why that happens so often?

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