In the early 1990s, after the fall of the Berlin Wall and lifting of travel restrictions, Vienna become a favourite destination for Eastern Europeans keen to buy hitherto unavailable Western goods. My West German friend Wilhelm recalled a conversation with an East German colleague while looking at the frantic markets. “Poor Viennese”, said the East German, “those Eastern Europeans will buy everything and leave them with nothing”. “Lucky Viennese”, answered Wilhelm, “they are doing the business of their lifetime”. Obviously, their comments reflected different economic reality under which they grew up, but they illustrate rather well the general contrast between “limited resource” and “added value” models.