The idea of the elite as composed of men and women having a finer moral character is an ideology of the elite. - C. Wright Mills

In the formulas of 'personnel experts', men and women are to be shaped into the 'well rounded, acceptable, effective personality.' Just like small proprietors, they cannot higgle over prices, which are fixed, or 'judge the market' and accordingly buy wisely.

The personality market, the most decisive effect and symptom of the great salesroom, underlies the all pervasive distrust and self-alienation so characteristic of metropolitan people. Without common values and mutual trust, the cash nexus that links one man to another in transient contact has been made subtle in a dozen ways, and made to bite deeper into all areas of life and relations. People are required by the salesman ethic and convention to pretend interest in others in order to manipulate them. In the course of time, and as this ethic spreads, it is got on to. Still, it is conformed to as part of one's job and one's style of life, but now with a winking eye, for one knows that manipulation is inherent in every human contact. Men are estranged from one another as each secretly tries to make an instrument of the other, and in time a full circle is made: one makes an instrument of himself and is estranged from it also.

Liberalism, as a set of ideals, is still viable, and even compelling to Western men. That is one reason why it has become a common denominator of American political rhetoric; but there is another reason. The ideals of liberalism have been divorced from any realities of modern social structure that might serve as the means of their realization. Everybody can easily agree on general ends; it is more difficult to agree on means and the relevance of various means to the ends articulated. The detachment of liberalism from the facts of a going society make it an excellent mask for those who do not, cannot, or will not do what would have to be done to realize its ideals.