Rory is brilliant and his writings especially "Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life" [1] should be required reading for all entrepreneurs. Economist try to turn consumer behavior into a science governed by rigid laws like Physics. Rory shows in Alchemy that consumer behavior is soemething akin to a soap bubble made of a spongy rubbery material - translucent, confounding, delightful and liable to bursting but sometimes resilient.
The only thing that bothers me the use of the word non-linear in the context of rules - e.g. how increasing the price for some products makes demand goes up in direct contradiction of the the linear rules of economics which dictate the opposite. I guess by non-linear they mean not-linear but my brain sees non-linear in a mathematical context ;)
[1] https://www.amazon.com/dp/B071DCWRG3