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Goods that I consume, they have no investment value,
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they have no resale value.
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So think about some good being sold on eBay.
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It's a cake, say.
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So if I buy it, once I've eaten it, I can't resell it.
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I can't have my cake and resell it.
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So think about pure consumption goods over here.
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And even in these pure consumption goods
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I mustn't get any psychological value out of thinking
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I managed to get that cake and you didn't.
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So the private value case is really an extreme thing,
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but it turns out to be a useful abstraction