Chapter 5: Naming Rights (I de II)
"Once we see that markets and commerce change the character of the goods they touch, we have to ask where markets belong -- and where they don't. And we can't answer this question without deliberating about the meaning and purpose of goods, and the values that should govern them. Such deliberations touch, unavoidably, on competing conceptions of the good life. This is terrain on which we sometimes fear to tread. For fear of disagreement, we hesitate to bring our moral and spiritual convictions into the public square. But shrinking from these questions does not leave them undecided. It simply means that markets will decide them for us. This is the lesson of the last three decades. The era of market triumphalism has coincided with a time when public discourse has been largely empty of moral and spiritual substance. Our only hope of keeping markets in their place is to deliberate openly and publicly about the meaning of the goods and social practices we prize."