In old Westerns, you'd see the hero come in wearing white. It was a subtle hint, a subtle clue that this was the hero. The Lone Ranger wore white. He was the hero, there to save the day. Your hero! Your savior!

We tend to have a bias to lionize those who we believe our there to help us out, to protect us from harm. We believe these saviors and heroes, because they have no reason to harm us -- they're trying to help us! That is white hat bias.

Today, I'm going to talk about the intersection of white hat bias and fear -- and how groups, I call them the Merchants of Fear, use poorly done science to drive your fear to drive money into their bank accounts.

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