Trencher93 wrote:
One problem is that rational actors don't have a choice in many cases. If all brands of toilet paper shrink their toilet paper at the same time (which happened recently, and it's happening with napkins now), I can't vote with my dollars to buy full-sized toilet paper. So, economic theories say people want smaller toilet paper, because that's what they buy, even though they had no choice.
You overlooked the people who used paper kitchen towels for That Use.
Rational people resort to substitution if they can.
ruveyn