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I realized today that "hustling" is actually very irrational for normal person not only due to prospect theory but ALSO due to the fact that you are not investing in a business with known revenue. For example, having proven that the belt system can work, a VC can probably guess whether this would bring in money. On other hand normal humans "hustle" based on illusion that A brings money because it has "successful" history IN OTHERS' BUSINESSES (probably still high failure rate of course, but say they accounted for that), but they actually should hustle only if they know their A has brought money. This has, with the manipulation of humans to make them "hustle", lead to increased consumption of business "investments" EG SEO-tools, designers, and whatnot—side consumption instead of side hustling.