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For concave increasing utility, the concave supporting-tangent inequality gives $e^{-bt}[U({\hat{c}}_t)-U(c_t)]\le Y_t({\hat{c}}_t-c_t)$. If the proposed consumption exhausts the state-price budget and every competitor has no larger budget, integration proves optimality. The objective must be well defined; a positive discount rate and finite utility bounds are a convenient sufficient condition.