I'll be the first to admit I wasn't always paying attention during my Business degree (damn you cheap drink Wednesdays and Thursday morning lectures!) but one theme I definately did pick up on was 'market forces'. The general gist goes something like this - in a 'free' market all items will eventually be sold as cheaply as they can. This is due to all the competitors wanting to get potential customers money before each other by undercutting prices. This is a considered a good thing for customers, we get what we want cheaper.
First of all, apologies for being late to the party on this one - it seems like everyone has already contributed their two cents to the subject of stories in games, so here is mine.
I recently returned from a trip to Fraser Island (the worlds largest sand island for those that haven't heard of it).