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Greedy consumers will, in their effort to get value for themselves, puthard pressure upon producers for lower prices and more products.Those results, lower prices and more demand for labor, are likely tobring more benefits than selfless contributions to systems of charity.Furthermore, it seems rather more reasonable to take into accountindividual preferences when they contain private information - areason to take special account of your own preferences rather thanmaking assumptions about others'. With principled preferences orhigher authorities there are less rationale for an amalgam ofpreferences. Such high level moral authority will disregard not onlynegative effects for the self, but such effects for 'sinners' and'insignificant others' are likely to carry even less weight.5 The attraction of pure moralityOne line of critique is that an attraction to prudence is considered asign of weakness in the belief regarding the capacity of maintainingrestrictions by pure morality. The punishment suggested to sustain acontributing behavior in a Prisoner's Dilemma might transform itfrom an ethical decision to a maximizing decision. Anytime theincentives or the controi over incentives is insufficient there will be aweaker defense hindering defection (Frohlich & Oppenheimer 1992).Then an instrumental treatment of morality undercuts the function ofmorality as an effective constraint upon behavior. As with MichaelRuse (1986) one can see morality as an illusion of objectivity, but ifthe illusion dissolves, morality will unraveI. One way of supportingthe illusion is to argue that it is the necessary and sufficientfoundation for moral behavior.Many a philosopher talks of the primacy of virtue (e.g. Maclntyre1981). While intrinsic values are seen as strong and permanent,instrumental values come and go. However, both the order and thestrength between them differ widely. A political opinion that isstronger than most is a preference for democracy. By sheerenthusiasm it is sometimes attributed intrinsic value, but that isintellectually difficult to justify. However, democracy's instrumentalvalue is so significant that it carries more weight than many intrinsicopinions. It is hard to see a good reason to value the intrinsic as moreimportant and reliable than the extrinsic/instrumental; it is even hardto draw a sharp line between them. Fronl an evolutionary analysis itIII : 13