The decision making process followed by consumers to maximize utility assumes that

The decision-making process followed by consumers to maximize utility assumes that the consumer has a limited income, the consumer is able to rank their preferences, the consumer behaves rationally.
The term utility used by the economist as a measure of satisfaction, happiness, a joy of a person.

Bigeq.com is a site that also offers classified ads for horses, and is one of the ExchangeHunterJumper.com’s biggest market competitor. One service that the Exchange offers that this site does not is that the Exchange professionally screens horses that are listed, while Bigeq.com allows anyone to post sales ads. Therefore, the horses on the Exchange are more likely to be appropriately described and have a better track record than those on Bigeq.com. However, this does mean that Bigeq.com typically has more horses listed than the Exchange does.

Another service that the Exchange provides is that all of the horses listed have high-quality videos and photos within the site that the customer can view, while not all of the horses on Bigeq.com have videos or photos, and those that do are linked to outside websites, some of which are not very good quality. The Exchange continually updates information on the horses available, while the ads on Bigeq.com are static once they have been submitted by the seller.