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The fisherman example is a good one.
Same applies to stuff like Ivory. Of course if all the ivory dealers want to do well in the long term, they will need to maintain a supply of ivory (hence of elephants). However, since they can't get together, it is in the interest of each dealer to get what they can as fast as possible. Thus, no elephants.
It is a very common problem and explains why you can't simply drop environmental regulations and expect the free market to preserve the environment.
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