The Contract Is the Cup
Five Guys fills your fry cup, drops it in the bag, then scoops another ladle on top. The generosity is staged so you witness it. Jerry Murrell didn’t give customers more fries. He gave them the same fries in a way that felt like more. The question a friend posed: is there an auction industry version of this? Can a business with two customer types (sellers who want maximum return, buyers who want fair access) create a single “fries” moment that lands for both? ...