“We reveal ourselves in metaphors we choose. A superior would think of what is right, whereas an inferior thinks only of what is profitable" In the most famous passages in Wealth of Nation, Adam Smith declares, “It is not the benevolence of the butcher, brewer or the baker that we expect our dinner, but from regard to their own self-interest. We address ourselves not to their humanity but to their self-love and never talk to them of our own necessities but of their advantages” This is often quoted in defense of self-interest. But what is missed is obvious. The self-interest of the butcher, the brewer and the baker is served only because they do indeed pay attention to our necessities, as well as to their own reputations of quality and fairness which is essential for the business they do so. It is precisely because they rise above their interest of others that make success. What they ultimately “sell” is their own Integrity. The old quasi argument still persists- o