recently in the beautiful mountains of Norway, there was a scientific study going on amongst a group of vacationers. they were contemplating the idea of jumping off a popular cliff into the cold waters below.
after their jump, they all met at the top of mountain where they started to compare and discuss their experiences.
people standing at the very top of a steep cliff were asked to gauge the difficulty of the jump. those who had a friend standing next to them consistently rated the jump as being less difficult than people who were looking down the cliff by themselves. and people who had their best friend beside them said the jump didn't seem hard at all.