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Theory of the Leisure Class by Thorstein Veblen
page 68 of 368 (18%)
aberrant form, sure to be eliminated sooner or later in the
further course of development.

The quasi-peaceable gentleman of leisure, then, not only consumes
of the staff of life beyond the minimum required for subsistence
and physical efficiency, but his consumption also undergoes a
specialisation as regards the quality of the goods consumed. He
consumes freely and of the best, in food, drink, narcotics,
shelter, services, ornaments, apparel, weapons and accoutrements,
amusements, amulets, and idols or divinities. In the process of
gradual amelioration which takes place in the articles of his
consumption, the motive principle and proximate aim of innovation
is no doubt the higher efficiency of the improved and more
elaborate products for personal comfort and well-being. But that
does not remain the sole purpose of their consumption. The canon
of reputability is at hand and seizes upon such innovations as
are, according to its standard, fit to survive. Since the
consumption of these more excellent goods is an evidence of
wealth, it becomes honorific; and conversely, the failure to
consume in due quantity and quality becomes a mark of inferiority
and demerit.

This growth of punctilious discrimination as to qualitative
excellence in eating, drinking, etc. presently affects not only
the manner of life, but also the training and intellectual
activity of the gentleman of leisure. He is no longer simply the
successful, aggressive male, -- the man of strength, resource,
and intrepidity. In order to avoid stultification he must also
cultivate his tastes, for it now becomes incumbent on him to
discriminate with some nicety between the noble and the ignoble
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