Jason Zweig of the WSJ points out that Obama is using the behavioural aspects of regulation that were ignored uptil now, in his proposal for a new Consumer Financial Protection Agency. These aspects were researched by Professors Thaler and Sunstein agencyof the University of Chicago in their book "Nudge". Sunstein is to head the WHite House's Office of Information and Regulatory Affairs. He is friend of thePresident as they both taught at the University of Chicago Law School. Thaler is an economist at the University of Chicago. THe idea is to offer information in a simple manner that consumers can understand and to have in the menu several products that are simple and unmistakably clear and these anchor all other products. Products that act weirdly, conceal information or are against consumer's interest can then be identified by the consumer and regulators.