3-1c2e4.2 'Supply and demand' - Physical is getting expensive

8-1b2 Digital-physical is entwined

When properly combined with Pavlovian association, the business can achieve price up sales up.
2-1a6b ‘Pavlovian association’ & ‘Social proof’ - Understand the arbitrary association formed within your culture. There are no pure indexes for humans.
E.g., インフレ銘柄 (下記参照: 馬車 vs 車)

Matt Ridley:
“Throughout history, economic downturns - from the fall of the Roman Empire to the Great Depression - have been characterized by retreats towards greater self-sufficiency.”

• Specialization reduced inequality of necessities
  • 2-1c2 ‘Specialization’ - Minimizing opportunity costs maximize comparative advantages and leads to prosperity
• Combined with relative satisfaction tendencies, we have now rich only talk about wine and property, two forms of luxury where the sky is the limit in terms of differentiation
  • 2-1a1a3d ‘Relative satisfaction (or misery) tendencies’ - Your average five is important, and you can spend time with the best of the best with internet
    • 7-1e We ask ‘what is the rich doing’ because they are the ones who have the resource to experiment with to find ways to cheapen the means of production
      • QUE5 - Don’t aim for the average — Ask ‘What is rich doing’ ‘What are nerds doing’
        • Think of horse and car: only rich has access to something that’s technologically way behind than the other

PG:
“An old Yorkshire saying: where there’s muck, there’s brass. Meaning that unpleasant work pays. And more to the point here, vice versa. Work people like doesn’t pay well, for reasons of supply and demand. What I mean is, if you’re starting a company that will do something cool, the aim had better be to make money and maybe be cool, not to be cool and maybe make money.”