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" "I'm going to rub your faces in things you try to avoid. I don't find it strange that all you want to believe is only that which comforts you. How else do humans invent the traps which betray us into mediocrity? How else do we define cowardice?
Franklin Patrick Herbert Jr. (8 October 1920 – 11 February 1986) was an American science-fiction writer, most famous for his Dune novels.
Biography information from Wikiquote
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People always want something more than immediate joy or that deeper sense called happiness. This is one of the secrets by which we shape the fulfillment of our designs. The something more assumes amplified power with people who cannot give it a name or who (most often the case) do not even suspect its existence. Most people only react unconsciously to such hidden forces. Thus, we have only to call a calculated something more into existence, define it and give it shape, then people will follow.