If you Build It, They Will Ride (Part 1)

  “If you build it, they will come”. It is a familiar phrase, though actually a misquote from the 1989 film Field of Dreams. The actual quote is “If you build it, he will come”.   But I like the misquote better. It conveys a very simple but important principle: when it comes to individual choices and behaviours, supply induces demand in important respects. Because […]

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