Ian Ayres is the William K. Townsend Professor of Law at Yale Law School. He is a columnist for "Forbes" magazine and radio commentator on Marketplace. He is the coauthor of "Why Not? How to Use Everyday Ingenuity to Solve Problems Big and Small" and "Pervasive Prejudice? Non-Traditional Evidence of Race and Gender Discrimination." Jennifer Gerarda Brown is Professor of Law at Quinnipiac University School of Law, and a Visiting Lecturer and Senior Research Scholar at Yale Law School.