McCall's fairness argument is slightly different. He argues that assign¬ing the costs for injuries caused by defective products to other consumers of the product and to the shareholders of the company is more appropriate than assigning the costs to the injured consumer or to society at large. By holding the manufacturer liable, the costs are passed on, ordinarily through increased liability insurance costs, to those who stand to benefit from the product (i.e., product users and stockholders). This is only fair because it means that the full costs of the product (every opportunity forgone in the production and sale of the product) is paid by those parties involved. Injured consumers have not vol¬untarily accepted the injury as part of the cost they are paying for the product. These injuries are externalities that fairness requires to be internalized into the exchange. That is, the injuries should be paid for by those who benefit from the exchange, other users of the product, and stockholders in the company. Both McCall and Brenkert understand strict liability more as a process of compen¬sation for undeserved harms, than liability in the sense of assigning fault or blame. Parties that benefit from an exchange in which one party is undeserv¬edly injured owe compensation to the injured party.