In the commercial world it is evident enough that the money-making ideal is far stronger and predominates over the ideal of securing perfection in production, which implies a proud ambition to produce the best goods under the best possible conditions. In the conflict between these two ideals is precisely where the danger lies. Tricks such as extensive and sensational advertisement and unscrupulous pushing are, as we all know, more favoured than the slower, more laborious, and less certain expedients of continually improving the methods of production and conditions of labour. Many a fortune has been made in the vast expansion of a concern far beyond its intrinsic merits simply by means of advertisement. The incentive in such a case is solely money-making. The talents required are those of an inferior order, such as astute business capacity and cunning. So far, therefore, as money-making is the ideal, it is neither to the advantage of the business nor to the advantage of the community, who are the consumers of whatever commodity the business turns out, any more than it is to the ultimate advantage, as already shown, of the man who enriches himself. The ambition of heads of firms to enrich themselves personally constitutes, in fact, the chief deterrent to permanently successful commercial enterprise. A further step is made in the wrong direction when the founder of a thriving business, having made his fortune and established the reputation of his firm, has his son or successor educated at a public school and university, where he may learn the manners and customs of the leisured classes. The result is that when the successor, who has not received a special technical business training and is therefore quite unfitted to keep abreast of the acute competition which he finds in the commercial world around him, takes over the business, it rapidly deteriorates, in spite of the abortive efforts of the new head, who probably thinks that by mere expenditure of money the situation can be saved. In instances such as these no defence can be made for the accumulation of capital in the hands of individuals. But let us take a better type.