> How is overall utility measured In the sense of the model, it's not necessarily measured. There is an understanding that there is no such measuring tool as a

> How is overall utility measured In the sense of the model, it's not necessarily measured. There is an understanding that there is no such measuring tool as a "util measuring stick." Util being my made up word for a unit of utility. It is taken as a given that utils are roughly convertible to currency, or at least that people are willing to exchange a roughly consistent amount of currency for a given amount of utility. The amount of currency exchanged in a voluntary economic transaction represents both an upper bound on the seller's valuation of what they are selling and a lower bound on the buyer's valuation of what they are buying. All of this with the appropriate vast numbers of caveats about it just being a model. It's a tool for rough prediction. > human attention is zero sum This is not so. You could be forced to pay attention to paint drying on a wall, or you could watch a show that moves you to tears. Both consume the same amount of attention (by which I think you mean, "time spent paying attention"), but both do not provide you so the same amount of utility. You would obviously pay more for one of those experiences than the other.