One occasion advertising agencies hit on a television commercial that reveals a fundamental economic truth (beyond the rather obvious that consumers prefer lower prices and better quality). A commercial advertising AT&T's 4G LTE cell phone network is one such effort. What drives the entire commercial is the existential fact of time preferences: the fact that people would rather have there ends satisfied sooner than later. This principle is so foundational because it is the root of all interest.
The makers of AT&T's "It's Not Complicated" campaign include one commercial that is essential time preference in a one-sentence motto: Now is better.
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