“In addition, there also seems to be an unexpressed presumption that ideas, the seeds of innovation, cost nothing— after all, they are “just” neural processes in the brains of human beings, and collectively we can produce an almost infinite amount of them in our heads. But like everything else, ideas and the innovations they inspire require energy, and lots of it, to support the smart individuals who are thinking and to provide appropriately stimulating environments and collective experiences we institutionalize.”

-Scale by Geoffrey West