 Yet others argue that "homo economicus" is a reasonable approximation for behavior within market institutions, since the individualized nature of human action in such social settings encourages individualistic behavior.Not only do market settings encourage the application of a simple cost-benefit calculus by individuals, but they reward and thus attract the more individualistic people.It can be difficult to apply social values (as opposed to following self-interest) in an extremely competitive market; a company that refuses to pollute, for example, may find itself bankrupt.