Unfounded business theories exhibit similar behavior. It's About Guarantees . Guarantees are impossible in the competitive zone. People seek guarantees in a swarm of not yet arrived future events. Only choice possibilities and probabilities are guaranteed.
Uncertain choices come with fearful risk.
Inaction, error and failure are constant undesired companions of risk and uncertainty. Competition and free choice guarantees that there are no absolute guarantees. Yet, among all the choices reside those that are truly best. Information economics operates in these situations. It's About Shocking Economics.