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Sunk costs aren't really about money—they're about identity. We continue failing projects not because we can't do the math, but because abandoning them means admitting we were wrong, wasting our past, and killing the version of ourselves that made that commitment. The fallacy persists because the pain of 'wasted' investment is psychologically real even when economically fictional, and because our brains evolved to complete what we start in environments where most investments actually did pay off with persistence.
