Formalists claim distribution of goods in non-market, small scale economies can be explained using economic principles derived from analysis of market economies such as our own. Can't buy me love. Substantivists argue that modern economic theory makes too many assumptions about economizing behavior, value, and economy that are not met in non-market systems. Trobriand Island exchange system in which shell arm bands and necklaces would circulate through the islands in a certain direction. The items were associated with particular stories, histories, and were greatly valued.
Gifts have coercive power.
There is no such thing as a free gift. Status competition through distribution of valuables. Guinea pig Feast.