The last end of man, the ultimate reason for human existence, is unitive knowledge of the divine Ground - Aldous Huxley

It's curious," he went on after a little pause, "to read what people in the time of Our Ford used to write about scientific progress. They seemed to have imagined that it could be allowed to go on indefinitely, regardless of everything else. Knowledge was the highest good, truth the supreme value; all the rest was secondary and subordinate. True, ideas were beginning to change even then. Our Ford himself did a great deal to shift the emphasis from truth and beauty to comfort and happiness. Mass production demanded the shift. Universal happiness keeps the wheels steadily turning; truth and beauty can't.

Oh, as far as they go." Helmholtz shrugged his shoulders. "But they go such a little way. They aren't important enough, somehow. I feel I could do something much more important. Yes, and more intense, more violent. But what? What is there more important to say? And how can one be violent about the sort of things one's expected to write about? Words can be like X-rays, if you use them properly — they'll go through anything. You read and you're pierced. That's one of the things I try to teach my students — how to write piercingly. But what on earth's the good of being pierced by an article about a Community Sing, or the latest improvement in scent organs? Besides, can you make words really piercing — you know, like the very hardest X-rays — when you're writing about that sort of thing? Can you say something about nothing? That's what it finally boils down to. I try and I try.

But Pavlov purely for a good purpose. Pavlov for friendliness and trust and compassion. Whereas you prefer to use Pavlov for brainwashing, Pavlov for selling cigarettes and vodka and patriotism. Pavlov for the benefit of dictators, generals and tycoons.