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瓦里安 (Hal Varian) 重塑了張伯倫 (Edward Chamberlin) 的平均總成本 (ATC) 曲線，並稱其最小值為最佳生產規模。本書揭露了他的作弊做法，及證明最低 ATC 本身也是騙人的。隨後瓦里安追求最低總成本，但他忘了將微分結果設為零。本書進一步證明成本最小化不是一正確目標函數。基於利潤最大化，本書最後證明最小 ATC 或最佳生產規模一定代表零產值。
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