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Fundamental idea of a commercial culture.  Today one can see coming into existence the culture of a society of which commerce is as much the soul as personal contest was with the ancient Greeks and as war, victory and justice were for the Romans. The man engaged in commerce understands how to appraise everything without having made it, and to appraise it according to the needs of the consumer, not according to his own needs; 'who and how many will consume this?' is his question of questions. This type of appraisal he then applies instinctively and all the time: he applies it to everything, and thus also to the productions of the arts and sciences, of thinkers, scholars, artists, statesmen, peoples and parties, of the entire age: in regard to everything that is made he inquires after supply and demand in order to determine the value of a thing in his own eyes. This becomes the character of an entire culture, thought through in the minutest and subtlest detail and imprinted in every will and every faculty: it is this of which you men of the coming century will be proud: if the prophets of the commercial class are right to give it into your possession! But I have little faith in these prophets. Credat Judaeus Apella⁸⁶  in the words of Horace⁸⁷.