Imagine a neighborhood that enjoys two kinds of pizza—pepperoni and mushroom. For a time both pizzas are equally popular. But suddenly mushroom pizzas fall out of favor. More and more people are ordering pepperoni. The pizza man, noticing the change, boosts the price for his pepperoni pizzas and, hoping to encourage more people to buy his unloved mushroom pies, lowers the price. The price disparity eventually grows so wide that more people gravitate toward mushroom, leaving pepperoni behind. Eventually, mushroom pizzas start to gain in price, and pepperonis decline—just as Fama and French
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