Perfect value discrimination was, once more, supposed to exist solely as a classroom thought experiment. But it posits that a seller knows the walk-away value of each single purchaser and hence, by offering a price just barely under it, can extract each final farthing of potential profit from each of them. But that started to alter in 2001, when the Berkeley economist Hal Varian—highly regarded for the 1999 guide Information Rules—bumped into Eric Schmidt. Varian knew him however, he says, was unaware that Schmidt had turn into the CEO of slightly company known as Google.
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