The reason his proposed solution of a "nose attachment" sounds ridiculous is because the original complaint by Akerlof and Shiller of "pastries that just smell

The reason his proposed solution of a "nose attachment" sounds ridiculous is because the original complaint by Akerlof and Shiller of "pastries that just smell so good consumers can't resist them" is a complete non-issue that is straight out of Poe's law. To quote Alex Tabarrok: "Cinnabon pastries are hard to resist. Advertising can be deceptive. Humans sometimes act in foolish ways. If these statements strike you as anodyne then there is no need to read George Akerlof and Robert Shiller’s new book Phishing for Phools, a disappointing foray into behavioral economics from two recent Nobel Prize winners."