SUNK COST... that's the name of the game for MYDX... The Sunk Cost Fallacy describes our tendency to follow through on an endeavor if we have already invested time, effort or money into it, whether or not the current costs outweigh the benefits. We are likely to continue an endeavor if we have already invested in it, whether it be a monetary investment or effort that we put into the decision. That often means we go against evidence that shows it is no longer the best decision.