Hi Macu :) Yes indeed. User’s minds have too many variabilities. Sometimes it’s difficult to avoid biases when understanding them. It must be due to their previous experiences and knowledge they stored in their brains. While performing an activity our mind stores memories of the peak experiences(best or worst)and also the experience which we receive in the end. This is why people feel the rewards before triggers happen. I guess it's called the Peak -End Rule. This actually makes the work of Product and Marketing Strategists more difficult to hook the users. This is where they need us, User Researchers :) Have a great day.