Bare economics theory doesn’t account for the myriad irrational inputs that the actual world sees. For that, you go to behavioral economics, which tells us that

Bare economics theory doesn’t account for the myriad irrational inputs that the actual world sees. For that, you go to behavioral economics, which tells us that choice isn’t just price, it’s also: - convenience - availability - familiarity - self-image - etc etc People buy a thing for a million different reasons that have nothing to do with price.