I can remember finding a rare first edition of Stanley Marcus’ book Quest for the Best in a used bookstore in San Diego. I had been searching for this book for a couple of years, since this was before the Internet, and was elated when I stumbled across it by chance. As soon as I skimmed through it and learned it was in good condition, and autographed by Stanley himself, I would have been willing to pay $100 for it. Of course, the bookstore owner had no idea, nor does he even know me or of my desire to own this rare book. He priced it at $10. I can assure you I did not offer to split the difference between my value price and his asking price. I left the store, as an economist would say, $90 wealthier, keeping the entire consumer surplus to myself.