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TODD RUTHERFORD was 7 years old when he first understood the nature of supply and demand. He was with a bunch of other boys, one of whom showed off a copy of Playboy to giggles and intense interest. Todd bought the magazine for $5, tore out the racy pictures and resold them to his chums for a buck apiece. He made $20 before his father shut him down a few hours later. A few years ago, Mr. Rutherford, then in his mid-30s, had another flash of illumination