Market contracting is, in an important sense, an adversarial process: purchasers try to obtain the best goods or services at the lowest price possible; sellers try to provide the lowest-cost goods or services at the highest price possible. Some individuals enjoy this contest, and most participants in market economies are acculturated to engaging in it with a fair degree of indifference, at least in conventional commercial contexts. Yet some individuals evidently find it unpleasant to obtain or provide goods or services through such adversarial relationships!

In assessing the relative efficiency of alternative economic arrangements, received economic theory generally ignores such preferences concerning transactional processes, as opposed to preferences concerning transactional outcomes such as price and quality of performance. It does not necessarily follow, of course, that these preferences are unimportant. And, where they are important, market contracting brings the cost of running counter to them.

An alternative interpretation of alienation is that individuals gain important satisfaction from having a feeling of control over an enterprise they patronize, or from participating with other patrons in its governance – satisfaction that may be lost when they deal with the firm only through market relationships.