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An Ikea Billy bookcase rolls off the production line every three seconds. There are thought to be over 60 million of them already in service. Few could find the Billy bookcase beautiful. They are successful because they work and they are cheap. They are, in short, boringly but brilliantly efficient. And - as Tim Harford explains in this fascinating story - brilliantly boring efficiency is essential to the modern economy. The humble Billy bookcase epitomises the relentless pursuit of lower costs and acceptable functionality.