From Keith Harmon’s pricing Chicken Parmesan.
What’s notable isn’t to question simple models, or as the first draft of this post noted ‘economic textbooks’ but it’s to think about things as they act in real life. People buy more and complain less when the Chicken Parmesan menu price increases.
As Rory Sutherland puts it, the opposite of a good idea can be another good idea.
Find these weird but good ideas by making small bets.