To believe in'the greater good' isto operate, necessarily, in a certain ethical suspension.

-Didion,Joan
  The White Album,'The Woman's Movement'.

The ethical reality of the individual is the only reality.

-Kierkegaard, So«  ren Aabye
  Concluding Unscientific Postscript, bk.2, pt.2, ch.3 (translated by Swenson and Lowrie).

  What is the difference between unethical and ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public.

-Stefansson,Vilhjalmur
Discovery (published1964).