2.Costs and the Allocation of Litigation Risk Law Firm Driven Litigation in the US Rational Person:Benefit-Cost Analysis cIndividual shareholders have little incentive to sue,because The advantage is small. The potential cost is substantial. Page·12Page  12 2. Costs and the Allocation of Litigation Risk Law Firm Driven Litigation in the US Rational Person: Benefit-Cost Analysis Individual shareholders have little incentive to sue, because The advantage is small. The potential cost is substantial