 The second argument, that people are often unable to maximize even if they aspire to, was made by Simon and Good, among others, and later by Kahneman and Tversky. Simon’s remarks about the complexity of \(\Gamma\)-maxmin reasoning in working out the end-game moves in chess  (section 2.2)  is one of many examples he used over the span of his career, starting before his seminal papers on bounded rationality in the 1950s. The biases and heuristics program spurred by Tversky and Kahneman’s work in the late 1960s and 1970s  (section 7.1)  launched the systematic study of when and why people’s judgments deviate from the normative standards of expected utility theory and logical consistency.