p.57-58 Actors are... constrained by their cognitive and cultural capabilities for processing information... real actors (including people) are likely to use rules of thumb, less robust but far simpler ways of comparing outcomes and finding the (approximately) best solution... simple rules of thumb or cognitive algorithms provided by natural or cultural selection may allow them to approach the solution quite closely under conditions approximating the environments in which these "short-cuts" evolved.

p.63 Richard Alexander (1974) and E. O. Wilson (1975)... [proposed] that much of the substance of human behavior could be understood in adaptive terms no matter how it was acquired - genetically, culturally, individually learned, or a complex mixture of all three.

p.79-80 people commonly rely on simple, often misleading rules of thumb to make complex decisions. Human decision-making skills seem empirically to be a compromise between the rewards of accurate judgement, and the costs imposed by enlarging the cognitive apparatus and increasing the information collected from the environment.