It's about incentives. One example: What if companies rented sofas instead of selling them? Perhaps a weird idea, but humour me. The incentives would shift. Co

It's about incentives. One example: What if companies rented sofas instead of selling them? Perhaps a weird idea, but humour me. The incentives would shift. Companies would be more interested to give you durable sofas. Because there will be less profit if they have to replace sofas more often.