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Rory Sutherland on Alchemy

EconTalk

The Role of Filters in Decision Making

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Economists have this efficiency fetish, they love turning things into commodities. And I hate commodities. So, commodities actually totally inhibit innovation. They destroy brands, and they also destroy trust. Once something is certified, what incentive do I have to produce better? Or indeed, beyond meat? If we're all buying certified beef, economists love that because it looks so gloriously efficient. But the consumer interests are being lost as a result of those economies of scale.

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