"Social intelligence" is a powerful form of decision making. We use it to evaluate new information all the time. For example, when our ducks have a new thing in their enclosure--like a ball or a coat that I put on the ground while I'm doing some chore. If it's got some "weird" feature, like a bright color, they'll be wary or maybe even terrified of it. If one of them manages to peck at it, then they'll all be interested and curious.
It's an easily hijacked form of decision making, also. If you frighten a handful of people, you can basically control millions of people.
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