There’s a difference between economic theory and economic reality. People aren’t exactly rational when it comes to emotional things like “I’m earning less right now.” Even if the end result could be more income later, they refuse to accept that and say “well they’re charging x and paying y so I can get away with that too! Leaving money on the table is stupid!”

I think a not insignificant portion of business owners/CEOs all fail the marshmallow test.