The essentialism. The path to simplicity (№ 382985)

The propensity to sunk costs, this trend to invest the time, money or energy into unprofitable project because the initial investment can not be returned.
It's like a vicious circle: the more we invest, the more want the project paid off, and the more willing to invest more. The more we are invested in the project, the harder it is for us to abandon it.