Is there a rigorous way to model this kind of behavior? Not yet. Someday, one suppose, we’ll be able to put it all in equations — after all, everything is quantum mechanics in the end. But two things are certain right now. One is that this kind of thing really happens; the other is that it can’t be derived from the narrow notion of maximization that underlies what passes for “microfounded” macroeconomic models in the early 21st century. - http://krugman.blogs.nytimes.com/2013/12/21/uber-and-the-macro-wars/