Economics concept from William Stanley Jevons (1865): making a resource more efficient doesn't reduce total consumption — it increases it, because lower cost per unit unlocks new demand. Originally about coal and the steam engine; now the standard lens for explaining why cheaper compute (and cheaper AI tokens) expands the market rather than shrinking it. Directly relevant to SupportWire's bet: as AI support becomes cheaper per conversation, companies will handle more conversations, not fewer.