Applying the per se illegality doctrine for years has proven to be a mistake.  The challenge now is to avoid committing the same error by applying per se legality for practices related to the New Economy—notably predatory innovation.  Also known as the “knowledge economy,” or the “information economy,” the New Economy refers to the progressive market created by contemporary channels of high-speed technologies and communications.  Avoiding applying per se legality in the New Economy context is especially important considering the cost of litigation, time, and the difficulty of applying the doctrine to antitrust law.  This Article advocates for eliminating per se legality as it relates to innovation issues that stem from ideologies rather than particular facts.  Generalizing the rule of reason will allow for faster antitrust law sophistication than other developments, such as Resale Price Maintenance (RPM).  As high-tech markets evolve, antitrust law should be afforded the full opportunity to improve itself as quickly as possible.  To achieve this, a newly structured rule of reason, tailored for innovation issues, would considerably improve antitrust law and economic analysis in the long run, while also avoiding false positives.

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