Rare species have to cope not only with habitat loss, genetic bottlenecks and invasive competitors, but also with a self-reinforcing cycle of human greed. This last threat has now been dragged into the spotlight. It makes sense that, as a valued commodity becomes scarce, its cost rises. Indeed, tests of the economic theories of demand have shown that consumers greatly value the hedonic exclusivity of owning rare objects, such as coins or stamps.
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