Limitations in addressing the marketing system’s interactions with consumers. One major task for every consumer is allocating his or her budget for purchases. If we ask, How well do marketers help consumers with their budget and effort allocation decisions?” the answer is, “Very poorly.” In the aggregate, all marketers simply propose too much consumption for each consumer. The system acts as if consumer resources and wants are infinite and insatiable: Every product and service category is advocated as worthy of consumption for virtually everyone.