are fundamentally and in principle more important than those on the side of supply." But all I have done is to make the concept correspond with the distinction between ends and means. As I have used the term, it covers the expression of all human preferences in respect of ends, in so far as those ends are confronted with scarce means. When ends are being sought, we are concerned with demand; when means are being chosen, we are concerned with an aspect of supply—entrepreneurship. As Hutt also described, the concept therefore does not neglect suppliers: This does not involve any "startling neglect," as Professor Fraser describes it, "of the producers' side of the picture." Every owner of resources (including his own physical powers) may be regarded as bidding, with the rest of the consumers, for the services of his own resources. We may regard him as normally offering part of those services for exchange, actual or anticipated bidding as a whole. He is, so to speak, outbid for such services by other consumers. Criticism The concept of consumer sovereignty has been criticized for not respecting the symmetry between freedom to demand and freedom to supply. Although Hutt may be blamed for the misunderstanding of the critics, they have missed the point of the concept: Recognizing that in some situations a producer might choose a less remunerative activity which that producer finds more personally satisfying, Hutt defined such a decision as one of consumption, not production. In doing so, he attempted to force the distinction between consumption and production to run exactly parallel to the distinction between ends and means. The effort to make the distinction between consumption and production parallel to the distinction between ends and means was viewed as unfortunate wordplay exercise by some economists. Even if consumers are approached traditionally, they are largely sovereign under the assumption that in the role of producers, people maximize their income. Economists address this hypothesis also as consumer sovereignty. This element supports society because consumers have the power to decide how a store is going to function and go up or down in sales, simply by buying things, they are deciding what goods are produced and how it will sell, and if it brings consumers back to the market and if new consumers will visit. It also brings competition between other markets because other markets might need to change the price on