Okay, okay, im severely late... sorry, mister! I will try to make my answerino worthy of your timeino!
The Rational consumer wishes to maximise an item's utility to get the most for themselves at the lowest price.
Correct, to maximise it you must at least learn basics of item, that you wish to buy. Compare it with other items in your vicinity, compare it with more pricey and less pricey items, not that hard. At least, it is easy for PC hardware market) you can get numerous articles about parts.. although - they can be not quite valid, be on paycheck of somebody. Consumer must be on his guard, and dont buy random stuff because it looks good
Admittedly - i do not possess the knowledge to say, how much people are actually comparing (at least by basics) their wanted item with other items. I compare, but i cant say it about others - i just dont know
Although market for high-end computer parts is small.. you know that high-end hardware is manufactured just for keeping image of company afloat? high end sales make 1-5% of total sales. I fugure, you know why this exist
Meanwhile, the rational behaviour of businesses is to maximise profits with the lowest possible costs.
Yeah, it is almost the basic economy point - if a trader wants to get rich, he must find a way to get his stuff on a lesser cost, and resell it at bigger cost. Margin is your profit! Companies can do very and very heavy gymnastics in order to reduce their losses - and they will, because the profit of any commercial business is to make money any possible way... Hello, 1933-1945 german and japanese corps)
When looking at the way the Equilibrium price is developed, it's interesting to note just how differently the market evolves contrary to both the consumer and business's predictions.
What is Equilibrium? Yes, market laws is something to behold... we are mere atoms for corps like Intel or AMD. Oh well, what can we do - we can do nothing here