Economic, game theoretic, systems dynamic, and management theoretic models of human behavior tend to assume that the information in the system is free. I don't mean libre-free, free-as-in-speech. I mean gratis-free, free-as-in-beer. They tend to proceed on the assumption that information is available to people in the system, it doesn't actually cost them anything to get it, neither in direct expense, nor in opportunity cost.
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