<i>people want to pay as little as possible to get as much as possible, that&#x27;s natural to all of us.</i><p>I&#x27;m not sure about that. There are plenty of businesses that do very well selling less at a higher price - there is perceived value in buying an ethical, artisan or luxury good. Perhaps people wouldn&#x27;t mind paying a bit more if it meant society was better off if they could actually afford to. The notion of doing things for the &quot;maximum possible happiness&quot;, even if it means you&#x27;re worse off yourself, isn&#x27;t new. Jeremy Bentham was writing about &quot;felicific calculus&quot; more than 200 years ago - <a href="https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;Felicific_calculus" rel="nofollow">https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;Felicific_calculus</a>