• Sendhil Mullainathan


So Easy to Sign Up, and So Hard to Cancel. Sendhil Mullainathan, December 7, 2013, Opinion. "When I moved to a new apartment a few months ago, I saw firsthand both the power and the peril of the profit motive. Setting up cable service in the new place was a breeze. I filled out a short form online and that was it. My apartment had a cable Internet connection before I unpacked the dishes..." Link Verified October 13, 2014