exactly. this is so basic, it's staggering that the article doesn't cover it. I realise hbr isn't a peer reviewed journal, but it's pretty disgraceful that a publication that carries the name of what is claimed to be the top university in the world peddles research that, whatever merits it may have, disingenuously uses a flawed argument like that. And unfortunately this isn't even the worst of its kind in HBR...