- Most Businesses Don’t Work That Way – on the mistaken view of being the customer vs the product – and how businesses really make money
- Artisanal Slop Bowls as the Next Abstraction of Capitalism – how modern capitalism leads to the creation of new and improved version of goods/businesses that superficially, seem to be superior in all ways, but in fact, are without many critical but illegible components.
- How an Efficient Market Feels from the Inside – how even in an efficient market, there are still good and bad deals to be had.
- Why I Talk About Utopia, Not Politics – on the idea of living a happy enriched life in times of material abundance
A few experiences you may relate to:
- I bought a banana from the store. I was prompted to tip 20, 25, or 30% on my purchase.
- I went to get a haircut. Booking online cost $6 more and also asked me to prepay my tip. [Would I get worse service if I didn’t tip in advance…?]
- I went to a jazz club. Despite already buying an expensive ticket, I was told I needed to order at least $20 of food or drink—and literally handing them a $20 bill wouldn’t count, as it didn’t include tip or tax.
- I looked into buying a new Garmin watch, only to be told by Garmin fans I should avoid the brand now—they recently introduced a subscription model. For now, the good features are still included with the watch purchase, but soon enough, those will be behind the paywall.
- I bought a plane ticket and had to avoid clicking on eight different things that wanted to overcharge me. I couldn’t sit beside my girlfriend without paying a large seat selection fee. No food, no baggage included.
- I realized that the bike GPS I bought four years ago no longer gives turn-by-turn directions because it’s no longer compatible with the mapping software.
- I had to buy a new computer because the battery in mine wasn’t replaceable and had worn down.
- I rented a car and couldn’t avoid paying an exorbitant toll-processing fee. They gave me the car with what looked like 55% of a tank. If I returned it with less, I’d be charged a huge fee. If I returned it with more, I’d be giving them free gas. It’s difficult to return it with the same amount, given you need to drive from the gas station to the drop-off and there’s no precise way to measure it.
- I bought tickets to a concert the moment they went on sale, only for the “face value” price to go down 50% one month later – because the tickets were dynamically priced.
- I used an Uber gift card, and once it was applied to my account, my Uber prices were higher.
- I went to a highly rated restaurant (per Google Maps) and thought it wasn’t very good. When I went to pay, I was told they’d reduce my bill by 25% if I left a 5-star Google Maps review before leaving. I now understand the reviews.
Adversarial capitalism is when most transactions feel like an assault on your will. Nearly everything entices you with a low upfront price, then uses every possible trick to extract more from you before the transaction ends. Systems are designed to exploit your cognitive limitations, time constraints, and moments of inattention.
It’s not just about hidden fees. It’s that each additional fee often feels unreasonable. The rental company doesn’t just charge more for gas, they punish you for not refueling, at an exorbitant rate. They want you to skip the gas, because that’s how they make money. The “service fee” for buying a concert ticket online is wildly higher than a service fee ought to be.
The reason adversarial capitalism exists is simple.
Businesses are ruthlessly efficient and want to grow. Humans are incredibly price-sensitive. If one business avoids hidden fees, it’s outcompeted by another that offers a lower upfront cost, with more adversarial fees later. This exploits the gap between consumers’ sensitivity to headline prices and their awareness of total cost. Once one firm in a market adopts this pricing model, others are pressured to follow. It becomes a race to the bottom of the price tag, and a race to the top of the hidden fees.
The thing is: once businesses learn the techniques of adversarial capitalism and it gets accepted by consumers, there is no going back — it is a super weapon that is too powerful to ignore once discovered.
The reason adversarial capitalism exists is simple.
Businesses are ruthlessly efficient and want to grow. Humans are incredibly price-sensitive. If one business avoids hidden fees, it’s outcompeted by another that offers a lower upfront cost, with more adversarial fees later. This exploits the gap between consumers’ sensitivity to headline prices and their awareness of total cost. Once one firm in a market adopts this pricing model, others are pressured to follow. It becomes a race to the bottom of the price tag, and a race to the top of the hidden fees.
The thing is: once businesses learn the techniques of adversarial capitalism and it gets accepted by consumers, there is no going back — it is a super weapon that is too powerful to ignore once discovered.
by Daniel Frank, Frankly Speaking | Read more:
[ed. Many great essays on his blog, and substack (not not Talmud) to keep one busy for awhile. See also: Daniel-isms: 50 Ideas for Life I Repeatedly Share (Part 1); and 50 Ideas for Life I Repeatedly Share (part 2). Also, here's a couple more: the loss of magic: why Bob Dylan can’t write great songs anymore; and, Notes on Taiwan.]

