this is the penultimate neoclassical position underpinning the notion of "opportunity cost." (I'm not saying that is Justin's purpose or position, just that "time" is the ultimate scarce resource for neoclassicals.) Even if nothing else were 'scarce', the fact that when you are doing one thing you are not doing something else means that 'decisions have to be made'--decisions about 'allocating' scarce resources among alternative uses, or 'competing ends.' It is often presented as a Robinson Crusoe story. Lionel Robbins is the classic reference.