Jevons Paradox.
Software lensWhen the cost of using a resource falls, total consumption rises, not falls.
- Origin
- William Stanley Jevons, 1865, observing UK coal use after steam engines became more efficient.
- Why it matters in AI
- When a lab cuts pricing or ships a smaller efficient model, treat it as a leading indicator for hardware demand, not a competitive threat to GPU revenue. The story most coverage gets wrong: 'efficiency hurts NVIDIA.' The story to track instead: how many net-new workloads are attempted in the 90–180 days after the cut, and what they consume. Cheaper inference expands the addressable surface; more workloads means more aggregate compute, not less.
- Predictive value
- Watch: per-token API pricing changes, open-weight efficient model releases, on-device inference benchmarks. Ignore: claims that efficiency reduces aggregate compute spend. Within 90–180 days of a major price cut, expect aggregate tokens served (and the GPU revenue tied to them) to rise.
- Falsifiability
- If a major price cut produces a measurable, sustained drop in aggregate tokens served, the law fails. Not yet observed at any meaningful scale.