\begin{equation} u_{j} = \betaVec' \xVec_{j} + \alpha p_{j} + \varepsilon_{j} \hspace{0.5in} \varepsilon_{j} \sim \textrm{Gumbel}\left(0,\frac{\pi^2}{6}\right) \label{eq:utilityPreference} \end{equation}
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