Some people tell us indeed in many cases, especially in trade, that
putting a good face upon things goes as far as the real merit of the
things themselves; and that a fine, painted, gilded shop, among the
rest, has a great influence upon the people, draws customers, and brings
trade; and they run a great length in this discourse by satirising on
the blindness and folly of mankind, and how the world are to be taken in
their own way; and seeing they are to be deluded and imposed upon in
such an innocent way, they ought to be so far deluded and imposed upon,
alluding to the old proverbial saying, '_Si populus vult decipi,
decipiatur;' _that it is no fraud, no crime, and can neither be against
conscience, nor prudence; for if they are pleased with a show, why
should they not have it? and the like.

This way of talking is indeed plausible; and were the fact true, there
might be more in it than I think there is. But I do not grant that the
world is thus to be deluded; and that the people do follow this rule in
general--I mean, go always to a fine shop to lay out their money.
Perhaps, in some cases, it may be so, where the women, and the weakest
of the sex too, are chiefly concerned; or where the fops and fools of
the age resort; and as to those few, they that are willing to be so
imposed upon, let them have it.

But I do not see, that even this extends any farther than to a few
toy-shops, and pastry-cooks; and the customers of both these are not of
credit sufficient, I think, to weigh in this case: we may as well argue
for the fine habits at a puppet-show and a rope-dancing, because they
draw the mob about them; but I cannot think, after you go but one degree
above these, the thing is of any weight, much less does it bring credit
to the tradesman, whatever it may do to the shop.