Connor Prikkel sometimes thought of math as a beautiful girl, the kind of girl that he'd dreamt of wooing, dating, even marrying, while sitting in the back of any class that wasn't related to math, daydreaming. A beautiful girl like Jenny Rosen, who'd had classes with him all through high-school, who always seemed to know the answer no matter what the subject, who had a light dusting of freckles around her nose and a quirky half-smile. Who dressed in jeans that she'd tailored herself, in t-shirts she'd modded, stitching multiple shirts together to make tight little half-shirts, elaborate shawls, mock turtelnecks.

Jenny Rosen had seemed to have it all: beauty and brains and, above all, rationality: she didn't like the way that store-bought jeans fit, so she hacked her own. She didn't like the t-shirts that everyone wore, so she changed the shirts to suit her taste. She was funny, she was clever, and he'd been completely, head-over-heels in love with her from sophomore English right through to senior American History.

They'd been friendly through that time, though not really friends. Connor’s friends were into gaming and computers, Jenny's friends were jocks and school-paper kids. But friendly, sure, enough to say hello in the hallway, enough to become lab partners in sophomore physics (she was a careful taker of notes, and her hair-stuff smelled amazing, and their hands brushed against each other a hundred times that semester).

And then, in senior year, he'd asked her out to a movie. Then she'd asked him to a track rally. Then he'd asked her to work with him on an American History project on Chinese railway workers that involved going to Chinatown after school, and there they'd had a giant dim sum meal and then sat in a park and talked for hours, and then they'd stopped talking and started kissing.

And one thing led to another, and the kissing led to more kissing, and then their friends all started to whisper, "Did you hear about Connor and Jenny?" and she met his parents and he met hers. And it had all seemed perfect.

But it wasn't perfect. Anything but.

In the four months, two weeks and three days that they were officially a couple, they had approximately 2,453,212 arguments, each more blazing than the last. Theoretically, he understood everything he needed to about her. She loved sports. She loved to use her mind. She loved humor. She loved silly comedies and slow music without words.

And so he would go away and plan out exactly how to deliver all these things to her, plugging in her loves like variables into an equation, working out elaborate schemes to deliver them to her.

But it never worked. He'd work it out so that they could go to a ball game at AT&T Park and she'd want to go see a concert at Cow Palace instead. He'd take her to see a new wacky comedy and she'd want to go home and work on an overdue assignment. No matter how hard he tried to get her reality and his theory to match up, he always failed.

In his heart of hearts, he knew it wasn't her fault. He knew that he had some deficiency that caused him to live in the imaginary world he sometimes thought of as "theory-land," the country where everything behaved as it was supposed to.

After graduation, through his bachelor's degree in pure math at Berkeley, his Masters in Signal Processing at Caltech, and the first year of a PhD in economics at Stanford, he had occasion to date lots of beautiful women, and every time, he found himself ground to pulp between the gears of real-world and theory-land. He gave up on women and his PhD on a fine day in October, telling the prof who was supposed to be his advisor that he could find someone else to teach his freshman math courses, grade his papers, and answer his email.

He walked off the Stanford campus and into the monied streets of Palo Alto, and he packed up his car and drove to his new job, as chief economist for Coca Cola's games division, and finally, he found a real world that matched the beautiful elegance of theory-land.

Coca Cola ran or franchised anywhere from a dozen to thirty game-worlds at any given time. The number of games went up or down according to the brutal, elegant logic of the economics of fun:

a certain amount of difficulty

plus

a certain amount of your friends

plus

a certain amount of interesting strangers

plus

a certain amount of reward

plus

a certain amount of opportunity

equalled

fun

.

That was the equation that had come to him one day early in his second semester of the PhD grind, a bolt of inspiration like the finger of god reaching down into his brain. The magic was that equals sign, just before the fun, because once you could express fun as a function of other variables, you could establish its relationship to those variables -- if we reduce the difficulty and the number of your friends playing, can we increase the reward and make the fun stay the same?

This line of thought drove him to phone in a sick-call to his advisor and head straight home, where he typed and drew and scribbled and thought and thought and thought, and he phoned in sick the next day, and the next -- and then it was the weekend, and he let his phone run down, shut off his email and IM, and worked, eating when he had to.

By the time he found himself shoving fingerloads of butter into his mouth, having emptied the fridge of all else, he knew he was onto something.

He called them the Prikkel equations, and they described in elegant, pure, abstract math the relationship between all the variables that went into fun, and how fun equalled money, inasmuch as people would pay to play fun games, and would pay more for items that had value in those games.