who were too short he stretched, and those who were too tall he lopped off their limbs and surplus inches. Just so reason operates when it is made king and given the final word. All the studies of McDonald’s and Disney point this out too. Highly rationalized as they are, or carefully as reason has been applied to every part of their businesses, there is always the “unintended consequence” and “the irrationality of the rational.” Automated telephone calls, for example, save time and personnel for