It's a deep and all but certain truth about narcissistic personalities that to meet them is to love them, but to know them well is to find them unbearable. Confidence quickly curdles into arrogance; smarts turn to smugness, charm turns to smarm.

Narcissism falls along the axis of what psychologists call personality disorders, one of a group that includes antisocial, dependent, histrionic, avoidant and borderline personalities. But by most measures, narcissism is one of the worst, if only because the narcissists themselves are so clueless.

No one ever pretended that shopping for anything is a rational experience. If it were, would there be Fluffernutter? Laceless sneakers? Porkpie hats? Would the Chia Pet even exist?

Marketers have long known that a name can make all the difference when you're trying to move the merch. The kiwifruit was once the Chinese gooseberry, after all - at least until the produce peddlers wised up - and the Chilean sea bass was once the singularly unappetizing Patagonian toothfish.

Marriage is a lot of things - a source of love, security, the joy of children, but it's also an interpersonal battlefield, and it's not hard to see why: Take two disparate people, toss them together in often-confined quarters, add the stresses of money and kids - now lather, rinse, repeat for the rest of your natural life. What could go wrong?

As with real reading, the ability to comprehend subtlety and complexity comes only with time and a lot of experience. If you don't adequately acquire those skills, moving out into the real world of real people can actually become quite scary.

There are a lot of obstacles in the way of our understanding animal intelligence - not the least being that we can't even agree whether nonhuman species are conscious. We accept that chimps and dolphins experience awareness; we like to think dogs and cats do. But what about mice and newts? What about a fly? Is anything going on there at all?