"...book-buyers aren't attracted, by and large, by the literary merits of a novel: book-buyers want a good story...something that will first fascinate them, then pull them in and keep them turning the pages."

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Information costs are reduced by the existence of large numbers of buyers and sellers. Under these conditions, prices embody the same information that would require large search costs by individual buyers and sellers in the absence of an organized market.

— Douglass North