In 1997, by using a letter published in Financial Times, Richard H. Thaler, the 2017 Nobel Prize winner in Economics, performed the following experiment: he asked readers to submit numbers from 0 to 100, so that the person whose number is the closest to 2/3 of the average will be the winner. An intuitive answer is to submit 2/3 of the average (50), i.e., 33 1/3. A logical answer, as can be explained, is to submit 0. The actual winning submission was -- depending on how we count -- 12 or 13. In this paper, we propose a possible explanation for this empirical result.