Lovely idea, much cited, but wrong in many cases.

Discrimination can make businesses more profitable rather than less. In a racist society serving blacks will reduce a restaurant's revenues; black employees, however talented and conscientious, will be less productive than white ones because co-workers will be uncooperative, and customers will often prefer to deal with whites. And so on.

There's a lot more evidence for this than for Becker's idea. (Why did it take a half-century for baseball to have its first black player, and decades longer to really integrate?) Discrimination of all sorts has a very long and nasty history. Nobel or not, cute theories don't make it disappear.

So I suppose that since the NFL is comprised of 72% black players, the League discriminates against non-blacks because that is their more profitable position? Cute theory there, BYO.

I am a 64 year old white woman and it has been happening to me since I was a teen. Boys/men are always served first if people are grouped up/in line for coffee, cokes or tea! I've even stood by and observed because at first I thought I had to be wrong. Not! Our society is sexist, ageist and sometimes just plain awful. And we have the solution at our fingertips, train our children at home to show respect for everyone regardless of race, age and gender..AND SES......