I don't understand this 'zero sum game' idea.
Lets say you want to buy a new painting for your living room from an auction. There's several lithographs for auction, all of which are differently numbered but identical.
On the first, there are 4 bidders. The price is driven up til everyone but 1 gives up.
On the 2nd, only 2 people bid on it... and one gives up earlier and much cheaper than the first.
On the 3rd, only 1 person bids, the other interested party having left the auction in disgust. He gets it for the opening bid.
So, 3rd goes for X, 2nd goes for 3x, 1st goes for 5x.
What was the zero sum game about it? They were the same work of art, but due to the actions of the participants, the prices were absolutely not the same.
If by zero sum game, you mean someone gets the art and someone gets paid, you're missing the entire point of any sale.
The more people who want it, the more it costs. A given stock can technically go up infinitely, so long as someone... only ONE someone... is willing to pay that price for that stock, and there's no buyer willing to sell.