In order for restaurant owners to profit they need to charge more for the meal than the cost of ingrediants and labour.

Therefore, marketers must deceive us into paying as much as possible over the true cost.

The old saying “in every bet there is a fool and a theif” is apt here as well.

This means that although I might have paid a handsome mark-up, assuming the quality of the product and service is good, both parties are happy. I have a good meal and the business makes a profit. What is the problem?

This issue goes much deeper than marketing techniques. The idea that we are fully rational beings is flawed. We all use psychological ‘tricks’ when we communicate with each other. That is the way humans are.

The important question is when does a psychological trick become a scam. Well, going back to Friedman - when one party does not benefit or the perceived benefits are not equal.