The conceptual artist Marcel Duchamp is often seen as a key founder of conceptual art. His 1917 piece 'Fountain' is often cited as the first conceptual artwork. But..."It's a urinal." "I don't get it." "Is it art?" Soon, you will see, this is the wrong question.

In 1974, Amos Tversky and Daniel Kahneman wrote an iconic article in Science Magazine entitled "Judgment under Uncertainty: Heuristics and Biases". They lay out the case and conclude that mental heuristics are highly economical and usually effective, but lead to systematic and predictable errors.