George Akerlof's *"The Market for Lemons"* (1970) won a Nobel by showing that when sellers know more than buyers, markets can collapse into dishonesty — bad products drive out good ones. Later, Akerlof & Shiller's *Phishing for Phools* argued that free markets don't just *permit* manipulation; they actively *reward* it, because whoever exploits a human weakness first captures the profit.