PS I have a novel idea for Mr. Harford. Instead of wringing his hands dramatically at all these economic "puzzles" and seeming "irrationality" that pervades the business and consumer worlds, there is something quite simple that can be done to shed light on these issues -- ASK. Just go out in the real world, talk with the folks who are setting prices or who are paying and ASK why they behave in the ways that they do. I think he'll find that the self-referential simplistic world of micro-econ will be greatly expanded by this little exercise. And that way we don't need to be treated to his enlightened "economists'" explanation for business practices (since when is Disney free for kids? And do you think that Disney's MOTIVE was to get childless couples to pay MORE if they do have such a policy? Try again).