The article makes two contradictory points. First that the standard view that the utility of a product should determine the price is confounded by real-world hu

The article makes two contradictory points. First that the standard view that the utility of a product should determine the price is confounded by real-world human factors and second that consumers should ignore real-world human factors and accept prices based on utility. Seems to me that since economics attempts to model the transactions and interactions of humans engaged in various types of commerce that trying to change the subject being studied so the models work better is a little misguided.