消费者剩余：得到的比付出的多Consumer Surplus: Getting More Than You Paid For
Naval：消费者剩余和生产者剩余是重要的概念。消费者剩余指的是，当你支付的价钱低于你愿意支付的价钱时，你从中获得的超额价值。
早上的星巴克咖啡给我带来很多快乐。显然，我赚了些钱。所以，如果我的咖啡卖 20 美元，我也会付。
但星巴克并不知道这一点。他们不可能只为了我而把咖啡定价为 20 美元，因为他们卖给别人的是同一款产品。所以，我从这杯咖啡中获得了大量的消费者剩余。
消费者剩余，就是你支付的价钱低于你的意愿支付时，所获得的额外价值
所有企业都会创造消费者剩余。当有人喋喋不休地抱怨企业有多邪恶时，这一点值得牢记。Amazon 也许是一家市值万亿美元的公司，但我敢打赌，他们正通过人们愿意为便利买单，创造着数万亿美元的消费者剩余。很多人都愿意付出高于 Amazon 收费的价钱。
Naval: Consumer surplus and producer surplus are important concepts. Consumer surplus is the excess value you get from something when you pay less than you were willing to pay.
I get a lot of joy out of my morning Starbucks coffee. Obviously I’ve made some money. So if my coffee cost $20, I would pay it.
But Starbucks doesn’t know that. They can’t price the coffee at $20 just for me, because they’re selling the exact same product to others. So I’m getting a lot of consumer surplus out of the coffee.
Consumer surplus is the extra value you get when you pay less than you were willing
All businesses generate consumer surplus. It’s a good thing to keep in mind when someone’s harping on about how evil companies are. Amazon might be a trillion-dollar company, but I’ll bet they’re generating trillions of dollars in consumer surplus through people’s willingness to pay for convenience. A lot of people are willing to pay more than what Amazon charges.