@ Dragunar: That's not a transaction as I defined it, because it is forced... I clearly stated that the rule only applies to voulentary things.
@ Xapi: Contribute something or leave please.
@ Toby: Yeah, I remember saying next best cost, but I don't really want to go back and look at what I wrote - I have to go soon. At any rate, what it's mostly the same thing, because that money is equal in value to the next best cost. The utility of the money (Utility before) equals the utility of the next best cost, because money is inherently useless. It is, however, a good means of measuring utility.
I will say that your argument still doesn't stand though, since the information disparity would still exist for the next best alternative as well. And I'd also put it to you that even if companies were being profoundly, for example, environmentally destructive, most consumers would rather destroy the environment and get the cheaper cost good.