When they thought about the immediate gain, areas associated with emotion lit up.

Without it, people would insist on immediate gain, to their eventual cost.

While the banks, unfettered by meaningful financial regulation, were irresponsible in their lending practices, consumers were more than willing to abandon sound financial planning for immediate gain.

They now sell on a more reasonable 11 times earnings, though market jitters over the macroeconomic outlook could limit immediate gains.

Those multiples do not look especially cheap and further immediate gains may be limited.