Maital argues that: “There are two major sins linked to hidden costs. . . . One sin is that ignoring hidden costs when they are real. A second sin is the opposite—treating costs as if they were real and large when in fact they are zero.” Explain in detail the key arguments/ideas behind each sin (using the examples Maital provides) —and explain in what way(s) each sin is important for understanding Kay’s idea of added value.