This study develops the economic approach to human relations and applicates the results of the equilibrium analysis on commodity and in marriage markets to the tangibles-intangibles trade-off. The paper examines the optimization between gifts and parental concern in large families, where children attractiveness is different. The model of parental concern confirms optimal equilibrium proportions on commodity and in marriage markets, derived from the golden ratio. The measurement of intangibles is based on the opportunity costs of tangibles to be given up. Shakespeare gives a literal illustration for the general gifts-concern equilibrium, when the corner solution of Cordelia to give up the heritage is equilibrated by the opposite corner solution of both Goneril and Regan to deprive King Lear of shelter. But the empirical confirmation of optimal proportions of general equilibrium can be got from primary source of tangibles-intangibles trade-off, the Old Testament, where one fifth of income on donations and five-times payback for the stolen ox had been prescribed. The model presented here derives these proportions from the golden ratio. It also describes the demonstrative tangibles-intangibles trade-off; golden ratio follows the continuity between Testaments and exhibits at the equilibrium the negative attractiveness of Pharisees, produced by their demonstrative righteousness.