" Aristotle urged people to seek “the golden mean” between extremes, “moderation in all things” (which we interpret as including moderation in the pursuit of moderation). But why should this golden mean in general be desirable? Clyde Coombs and George Avrunin (1977) have enunciated a very simple principle that implies moderation: “Good things satiate and bad things escalate. "

― , Rational Choice in an Uncertain World: The Psychology of Judgement and Decision Making