The reason why economists in the late 19th century and much of the 20th put the rational utility-maximising individual at the heart of their models was not that they thought that economics should avoid looking into the brain, but because they lacked the technical means to do so, says Mr Colander.
These kinds of explanations come very naturally to most economists, whose models are usually built on the assumption that economic decision-makers are responding in a rational way to the incentives they face.
What is still missing, however, is a rational, easy to navigate environment to find and view programming in all the categories utilizing all the consumption models.