A close reading of the World Bank's World Development Report 2015 shows that it works on the assumption that human beings generally think automatically, socially, and with mental models, and that future development policy, poverty alleviation, and even policy design need to be modified taking this into account. Poverty is a "cognitive tax" suffered because people are incapable of taking advantage of the opportunities that are open to them. The assumption that development experts improving the behaviour of the poor will reduce poverty, however, fails to confront the growing problem of unsustainable inequalities.