Great piece. Unfortunately we don't have too much of a theory/model left to fall back on, but that's how life often is. Messy. I wouldn't necessarily say that

Great piece. Unfortunately we don't have too much of a theory/model left to fall back on, but that's how life often is. Messy. I wouldn't necessarily say that 'consumers aren't rational' but I definitely agree that many components and qualities that make a product valuable cannot be easily measured and quantified. Perhaps Christiansen will come up with a new best seller. I mean an updated theory. Well both, hopefully