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Jiro comments on Why I Am Not a Rationalist, or, why several of my friends warned me that this is a cult - Less Wrong
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Stores can't move closer to where all the people are, however; at some point any incentives from moving close to some people would be countered by moving away from other people. There's also the problem that past a certain density stores do better when farther away from other stores. Not to mention the transaction costs moving in the first place. Prices don't have these problems.
All I'm saying is it looks like many people are being Rational because it's fun, not because it's useful.