Economists such as Tim Harford in the Undercover Economist have argued that this is a form of price discrimination: by providing a choice between a regular and premium product, consumers are being asked to reveal their degree of price sensitivity (or willingness to pay) for comparable products.
The Undercover Economist (ISBN 0-19-518977-9) (ISBN 0345494016) is a book by Tim Harford published in 2005 by Little, Brown.
In a 2011 TED talk by English economist Tim Harford titled, "Trial, error and the God complex," Taniyama is referenced as a mathematician who was ultimately unable to prove his conjecture during his lifetime.
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