James Boswell recorded that during the sale of Henry Thrale’s brewery, Samuel Johnson—an executor of the business—“appeared bustling about, with an inkhorn and pen in his buttonhole, like an exciseman,” and was asked what he considered to be the true value of the property. “We are not here to sell a parcel of boilers and vats,” Johnson responded, “but the potentiality of growing rich beyond the dreams of avarice.”

For Kid Nation, a reality show that aired in 2007, forty children went to stay in a New Mexico ghost town for forty days. They lived as laborers, cooks, merchants, or an upper class; many worked fourteen-hour days to earn buffalo nickels to spend on root beer. In the final episode, some participants raided the dry goods store. “It’s free,” said one kid, his mouth stuffed with gummy bears. Another raider was heard announcing, “There is a god.”

A fish seller in Kuwait began gluing googly eyes on rotting fishes’ eye sockets in August 2018 in an attempt to make his wares appear fresher; in response, a rival seller began marketing his own fresh fish as “without cosmetic surgery.” The story went viral online, bringing it to the attention of the Ministry of Commerce and Industry, which promptly shut the first shop down.

Including trademarks in books became crucial after the invention of the printing press; without stringent copyright laws, rival publishers could repurpose superiorly edited texts with impunity. Aldus Manutius of Venice, who employed Erasmus as a proofreader, called attention to his company’s “sign of the dolphin wound round the anchor.” Florentine printers were aping the mark, but in the frauds, “the head of the dolphin is turned to the left, whereas that of ours is well known to be turned to the right.”

A thirteenth-century Song dynasty text about commerce describes dangers faced by pearl divers, who sometimes fell prey to “huge fishes, dragons, and other sea monsters” that would rip open their stomachs or bite off their feet. A pearl was considered most valuable if perfectly round; the test was “that it will not cease rolling about all day when put on a plate.” To avoid heavy export duties, foreign traders sometimes concealed pearls in canes or umbrella handles.