The example demonstrated that the overall social result of individual calculations might be significant increases in pollution and such pollution-related diseases as asthma and allergies. A number of alternative policies (e.g.,restricting SUV sales, increasing taxes on gasoline, treating SUVs as cars instead of light trucks in calculating CAFE standards) that could address pollution and pollution-related disease would never be considered if we relied only on market solution. Because these are important ethical question, and because they markets are incomplete (at best) in their approach to the overall social good. In other words, what is good and rational for a collection of individuals is not necessarily what is good and rational for a society.