“[T]he fear of shame triggers a deep, probably pre-verbal, instinctive part of our brain. Think about a time when you were publicly caught doing something you shouldn’t have–your heart rate increases, the back of your neck crawls with the beginnings of a blush, you instinctively look away from wherever your eyes were just focused. No one has this sort of immediate and uncontrollable physical reaction to the prospect of a tax deduction a year or more hence.”