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Part of the philosophy of a competitive, free market system is that efficiency is gained when individual participants act in their own self interest. Milton Friedman called this cooperation without coercion. By advancing one's own good, one advances the good of society as a whole.

In The Wealth of Nations, Adam Smith said, "By pursuing his own interest he frequently promotes that of the society more effectually than when he really intends to promote it." This is sometimes referred to as the "Invisible Hand," which theoretically assets with the efficient allocation of resources in a free market system.

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