Our aversion to loss is a strong emotion, one that sometimes causes us to make bad decisions. Do you wonder why we often refuse to sell some of our cherished clutter, and if somebody offers to buy it, we attach an exorbitant price tag to it?” Indeed, research has shown that our brain feels more pleasure merely by the promise of avoiding losses than when it actually acquires gains.

Dan Ariely

I would say that I experience this with some folks on a regular basis. Switching away from something tried and true, but inadequate, is a lot like experiencing a loss.

  1. The Story Of The New Microsoft.com. http://rainypixels.com/words/the-story-of-the-new-microsoft-com/