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A GI/M/1 queueing process with an associated linear cost-reward structure and stationary balking process is considered. Based on the probabilistic analysis of the system optimal joining rules for an individual arrival, as well as for the entire community of customers, are derived. It is shown that among all stationary policies the optimal strategies are control limit rules of the form: join if and only if the queue size is not greater than some specific number. However, it is found that, in general, exercising self-optimization does not optimize public good. Accordingly, the idea of controlling the queue size by levying tolls-- thus achieving the system's overall optimal economic performance - is explored. Finally, a 'competition' model in which customers face a service agency which is a profit making organization is analyzed, and shown to be similar to the 'monopoly' model of price theory. (Author)