Where you might think this discusses the moral limits of markets, really and ultimately, markets exist because of human motivation. This book explores the idea of markets existing outside of a moral vacuum, outside of the world of mere commerce, and inside the universe of people - utilising the idea of incentives on a more obvious personal level, with things beyond mere money, such as praise, opportunity, positive reinforcement and recognition, but also time and flexibility, in terms of defining what motivates people, including altruism. With the commodifcation and monetization of key human experiences, such as waiting, or the relentless exposure of people to adverts in previously neutral space (such as rolling video adverts on public transport) demonstrates both the immorality of markets and how we as people are often more sophisticated and naunced than markets percieve us to be ; as if we were merely an object or a maze to be logically walked through to the buying decision. The message, as such, is communicated effectively, that not everything in the human experience is economic, and money cannot buy all things.