Title of the talk "Ready, Fire, Aim": Social Systems and Rational Choice Author: Michael A. Faia Affiliation: - The College of William & Mary - Soft-Eclectic Solutions Abstract "Frictions of space," although hard to measure, impinge on many forms of mobility in society. Zipf's principle of least effort, emphasizing cost minimization, is a fruitful way to conceptualize the idea that high mobility costs tend to be avoided. Zipf's work parallels many elements of rational choice theory (RCT) and linear programming (LP). Further exploration of least-effort, least-cost, and LP principles leads to the claim that LP inquiries into cost minimization have implications for chaos theory. We explore a migration process with two unknowns, facilitating geometric illustrations. Chaos events involve potential migratory streams that remain empty, along with abrupt shifts of corner solutions. Post-optimality experiments give further evidence of such events. In a model involving school enrollments, we show that apparently minor policy constraints, construed as emergent social norms, may create large shifts of optimal LP solutions. We speculate about the prospects of extending Zipf's hypotheses to mentalistic phenomena. Finally, we develop an LP model of social mobility containing utilities to be maximized. This analysis---although more experimentation is needed---leads to the finding that a mobility pattern with realistic utilities may eliminate nearly all "stayers."