"at the margin" --- fundamentally, this means "at the edge of what's viable". For example, a person with only 1 pence to spare each day after they've paid their food and bills will have to make decisions "at the margin" (on this cliff-edge) on what to do with that 1p, and will use it for well-thought-out, productive things ; however if they had £100 to spare (ie the current situation's not at the margin with a bad place), they might spend it on rubbish. So decisions are made at the margins to maximise utility, but not when away from the margins .
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