In this talk, I review the implications of the recent rise and fall of the technology sector for traditional financial theories and their behavioral alternatives. Although critics of the Efficient Markets Hypothesis argue that markets are driven by fear and greed, not fundamentals, recent research in the cognitive neurosciences suggest that these two perspectives are opposite sides of the same coin. I propose a new paradigm for financial economics that focuses more on the evolutionary biology and ecology of markets rather than the more traditional physicists' view. By marrying the principles of evolution to Herbert Simon's notion of ``satisficing'', I argue that much of what behavioralists cite as counter-examples to economic rationality—loss aversion, overconfidence, overreaction, mental accounting, and other behavioral biases—are, in fact, consistent with an evolutionary model of rational agents learning to adapt to their environment via satisficing heuristics.

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