louder, for the economists in the room.

it's one of the most frustrating parts of the religious code of economists, that humans are rational profit maximizers. That's only true for businesses that, in a specific legal and economic environment, are bred and pressured to do it this way. Humans, outside of businesses, usually are not like this, unless also pressured into it when the economic structure expands to -make- them disregard everything to chase every cent, or else they starve.