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Why is the security industry so full of fail? We spend millions of dollars on firewalls, IPS, IDS, DLP, professional penetration tests and assessments, vulnerability and compliance tools and at the end of the day, the weakest link is the user and his or her inability to make the right choices. It's enough to make a security engineer cry. The one thing you can depend upon in an enterprise is that many of our users, even with training, will still make the wrong choices. They still click on links they shouldn't, respond to phishing scams, open documents without thinking, post too much information on Twitter and Facebook, use their pet's name as passwords, etc'. But what if this isn't because users hate us or are too stupid? What if all our complaints about not being heard and our instructions regarding the best security practices have more to do with our failure to understand modern neuroscience and the human mind's resistance to change?