In this chapter we have seen that purely competitive industries are efficient and therefore maximize benefits to society. However, pure competition means that the product is homogeneous. The only reason that pure competition is efficient is because the goods are homogenous. Homogeneous goods are exactly the same and therefore, efficiency is achieved at the cost of choice. Do you think that it is better to be efficient or to have a choice about prices, color, size, etc.? Why or why not? Do you feel that choices about a good help to offset the inefficiencies?