I was fishing with a buddy recently who was showing me his really expensive new lures that he had purchased. I’m not an avid fisherman so I really didn’t understand what made them so great, but he was confident that these lures would allow him to catch more and bigger fish. Sure enough, a few minutes after dropping a line, he started catching one fish after another. Shockingly, after he would catch each fish, he would inspect it, take it off the hook and throw it back in the water. “Why aren’t you keeping the fish?” I asked. “Because the lake is filled with them, there are so many I’ll never run out. I just keep buying better lures so that I’m sure I’m catching more and bigger fish than anybody else.” Ridiculous, right? This story couldn’t possibly be true, could it?