Ola Swenson entered a bookshop near her apartment house, intending to buy an illustrated art book as a wedding present for a cousin. She found that the shop carried only popular paperbacks. Annoyed, she departed, after telling the proprietor, "If you carried really good books, you'd have more customers." Is Miss Swenson sending a market signal? To whom? In what sense is she "casting a vote"? If the store had carried other types of books before but had not been able to sell them, would the proprietor be likely to make inventory changes if Miss Swenson has been the only one to complain about the new stock?