Micro-macro dilemma = Producers and consumers making free choices can cause conflicts and difficulties. What is good for some firms and consumers may not be good for society. Micro-macro dilemma = Many people in New York City buy bottled water because they like the convenience of easy-to-carry disposable bottles with spilled-proof caps. On the other hand, the city already provides citizens with good tasting, safe tap water at a fraction of the cost.