Disclaimer: I did not dive into their mathematical adventures, but am rather fascinated by their underlying economical foundation: If a market offers choice (the "monopolistically competitive market") it will not deliver profit in the long run. If it's a oligopoly on the other hand, said oligopoly can retain profits for a long time to come.

What is this? Tautological? Suicide of the market? At least it's spelled out that the user is the loser in that system.