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Exactly eight years ago I asked @R_Thaler whether his Nobel Prize-winning Transactional Utility Theory could be extended to include externalities known to the consumer.
His reply: "good idea. Do it!"
So I did.
The article I wrote at the time was tongue-in-cheek (kittens, cookies, scenic routes) but the underlying question was serious: what happens to the utility that exists beyond what any price signal can carry?
That question turned out to be much bigger than I anticipated.
Every stream, every ticket sale, every download records a consumption event and pays accordingly. But creative works do something else entirely. A song shapes culture for decades. A film becomes a reference point for generations. A piece of art changes what gets made next.
That value keeps compounding long after the transaction closes, and the creator's cut was settled at the moment of the click. The price signal is structurally wrong, and most wrong for the work that ends up mattering most.
The result is a structurally missing market.
I've spent the years since building the formal case. The working paper is now live on SSRN.
papers.ssrn.com/sol3/papers.…
Professor Thaler: I did it. 🙏🏻
#Economics #CreativeEconomy #MusicIndustry #BehaviouralEconomics
Derek Morrison retweeted
New essay on the economics of structural change and the post-commodity future of work.
1. Almost any question about the impact of advanced AI on the economy needs to start at the same place: what is still scarce? Answer that, and the analysis becomes pretty straightforward. This essay explores what becomes scarce if AI really can replicate most of what humans do in production, and what this mean for the future of jobs.
2. My conjecture, working through the economics: labor reallocates across sectors, and the sector it reallocates to has properties that keep labor a meaningful share of the economy. Ultimately this is about the structure of demand itself. For this, we have to go back to Girard, Augustine and Rousseau: once people's base needs are met, their preferences shift to comparative motives (e.g., status, exclusivity, social desirability). This motive is inherently non-satiated.
4. The key paper is Comin, Lashkari, and Mestieri (Econometrica 2021). As people get richer, they don't buy proportionally more of everything. They shift spending toward sectors with higher income elasticity. They estimate income effects account for 75%+ of observed structural change.
5. The ironic consequence: the sector that gets automated becomes a smaller share of the economy, not a larger one. Agriculture got massively more productive and its share of employment collapsed. Manufacturing too. The "stagnant" sectors absorb the spending and the jobs.
6. So the question is: which sectors have high income elasticity in a post-AGI world? I argue it's what I call the relational sector. Categories where the human isn't just an input into production, it is part of the value.
7. Why does the relational sector have high income elasticity? Because human desire has a mimetic, relational dimension. We don't just want things for their intrinsic properties. We want what others want, and we want it more when others can't have it. Girard, Rousseau, Augustine, and Hobbes all saw this.
8. In work with Kristóf Madarász, we showed this experimentally: WTP roughly doubles when a random subset of others is excluded from the good. And in new work with Graelin Mandel, AI involvement kills the premium. Human-made art gains 44% from exclusivity; AI-made art only 21%.
9. This all comes together for the core argument. The sector that absorbs spending as AI makes commodity production cheap is one where human provenance is part of the value, and demand for it grows faster than income. Exactly the profile that keeps labor meaningful.
10. To be clear about the claim: I'm NOT saying aggregate labor share must rise. It may fall. The claim is about sectoral composition, i.e., where expenditure and employment go once commodities get cheap, and the fact that the sector that will absorb reallocated labor maps to a substantial component of human preferences and desire.
11. If you're interested in the formal model, a linked companion technical note works out all the economics.
Read the essay here: aleximas.substack.com/p/what…
Derek Morrison retweeted
Replying to @koenfucius @akerloffwhite
(I used this paper to try out NotebookLM's video review - here is what it produced)
buff.ly/OXBSxyC
Today is Van Gogh’s birthday.
He sold one painting in his lifetime. We tell that story as perseverance, but it was a market failure and a tragedy.
He survived because his brother Theo privately funded him when the market said stop.
The painters of equivalent potential who received the same signal, responded rationally, and became something else. We have no record of them.
The market shows us its survivors. It has no method for counting its casualties.
Everyone on here is chasing the next big thing. The sensation that breaks the algorithm for 48 hours before the next one arrives. The pitch that pattern-matches to whatever just worked. The 2026 version of a get rich quick scheme dressed up in a deck.
Did we all get so impatient? Or are we just reacting to architecture that only rewards one timescale?
Making a difference only seems to matter if it aligns with a 2-3 year exit.
It is easier to believe in an exit.
It only takes a few months.
It is harder to buy into changing the world. That takes too long.
Kafka instructed his friend to burn everything. Leonard Cohen spent decades playing rooms that were not full. Shawshank bombed at the box office.
Amazon told shareholders not to expect profits for years.
The market said wrong, wrong, wrong.
We call them generational now.
The things that compound most deeply over time are almost always the ones the market mispriced most catastrophically at launch.
That is not bad luck. It is structural.
How many Van Goghs did not have a Theo?
The 2x2 below maps it. The ‘Van Goghs’ sit bottom left.
The market said no. Time said otherwise.
My recent paper on SSRN explains why this keeps happening, and what it would take to build an economy that could actually see them coming.
papers.ssrn.com/sol3/papers.…
What a weekend.
On Saturday @R_Thaler kindly shared the paper. By this morning it had reached 30,000 people and nearly 1,000 had engaged with it on SSRN.
The idea that creative works generate value beyond what any price can carry is widely felt. What the paper does is aim to prove what happens because of it.
Willingness to pay is set at the moment of transaction. But the value of a creative work compounds long after, shaping culture, training the next generation of creators, changing what gets made. The buyer cannot price what hasn't happened yet.
Attribution failure makes it structurally impossible to correct for. That drives adverse selection across the entire creator population. And that adverse selection depletes the cultural infrastructure the next generation inherits.
The creative economy we see today is the predictable result.
Read here:
papers.ssrn.com/sol3/papers.…
Derek Morrison retweeted
"How many other mediums can represent such a diverse set of incredible people?"
@akerloffwhite on the unifying nature of the sneaker and its significance as the centre of a range of cultures from sport to music 👟
Catch-up: torto.se/3dQIH0W
Derek Morrison retweeted
Online event | Hear sneaker industry experts from
@highsnobiety, @stockx and Just an Idea discuss collector culture tomorrow! Featuring: @davidfischer @firstpairbook @bychristyna @sarahjustanidea and @akerloffwhite. Book now > fal.cn/3fDwK
#SneakersUnboxed
Let’s gooooooo
🚨🏈WEEK 9 FANTASY CONTENT🏈🚨
🎙️Start/Sits & Matchups
podcasts.apple.com/gb/podcas…
Starts/Sits
📰Early Games
full10yards.com/week-9-start…
📰Late Games
full10yards.com/week-9-start…
Draftkings
📰DFS
full10yards.com/draftkings-s…
#FantasyFootball #NFL #DraftKings #DFS #DailyFantasy
Kyle Lowry is quietly cementing himself as the greatest Raptor of all time. #clutch
Relive Kyle Lowry's CLUTCH jumper to seal the @Raptors 2OT W and force a GAME 7 on Friday at 9:00pm/et on TNT!
#NBAPlayoffs #WeTheNorth
Derek Morrison retweeted
Just a reminder to the rest of the #NBA; the Toronto #Raptors are a problem. #WeTheNorth – at Saskatoon, Saskatchewan
Derek Morrison retweeted
Cleanin’ out my closet... donating extra pair of my @Jumpman23 @Carhartt 4’s along with a vintage T to @stockx. Proceeds go to the COVID-19 Solidarity Response Fund. shady.sr/StockX
Derek Morrison retweeted
I’m biased, sure, but this is objectively the best Black Friday promo maybe ever. Literally everyone wins.
It’s officially #BlackFriday and errbody is a winner! Shop NOW and you’re guaranteed to take home something special, like Free Shipping or Free Sneakers for a YEAR 🤯Get to it → stockx.com/
Derek Morrison retweeted
This.
As part of StockX Collectibles, we’re also rolling out StockX Trading Cards: Topps, Panini, Upper Deck, and Fleer across the NBA, NFL, NHL, and MLB. Learn more: stockx.com/news/trading-card…
Derek Morrison retweeted
🙏🏿🙌🏿 #BroncosCountry #SuperBowl 21 years ago...
On this day in 1998:
@johnelway and the @Broncos finally win the big one, beating the Packers 31-24 in Super Bowl XXXII. @Terrell_Davis is named Super Bowl MVP after running 30 times for 157 yards and three touchdowns. #ThisDayInHistory
Derek Morrison retweeted
Stocked to profile some Canadian expats killing it in wine for @quench_mag 🇨🇦🍾👊🏻
@harleywine1 @dodgybrothers @DerekDecanted @Etheliya @vinshodgson





































