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As soon as they are studying something that nobody cares about.
The point of these models is to turn your imperfect understanding into predictions that people can act upon, as best as you can. For any field of study that people want to intervene in, there is a need for predictions as to what will happen in certain scenarios.
You find very few fancy models in fields of study where people study irrelevant shit out of idle curiosity. But turning understanding into something practical requires models.
