## The Cognitive Tax

Casinos do not give away free drinks because they are hospitable. They give them away because it is a low-cost chemical intervention designed to disable your risk-assessment modules.

### FAQ

**Q: How much money does a casino actually make from one free cocktail?**
A: Roughly $40 to $100 in extra 'Theoretical Win.' A $1.20 gin and tonic costs the casino almost nothing. However, once that drink hits the bloodstream, a gambler's 'Prefrontal Cortex'—the part of the brain that says 'Stop, you've lost enough'—begins to shut down. They stay at the table for an average of 45 minutes longer and increase their bet sizes to 'chase' losses. By spending $1.20 on a drink, the casino mathematically increases its expected hourly revenue from that player by 350%. It is the most profitable 'Product' in the casino inventory.