Behavioral finance is an area of study that has fascinated Jim Boulden for decades. He became interested in the field when he was drinking with some economists at a pub and they said, well, these disguies have been given the nobo prize for economics. Soe readin about his experiments about loss of version and so and so forth. And i've used it as the logo on my website and on my twitter account. It's based on an old opticl allusion from matchlea. The nineteenth century psychologist called professor castro recognized that with certain shapes, you could deceive the human mind.