“Isn’t it clear that many men would choose to do, possess and enjoy the reputation for things that are opined to be just and fair, even if they are not, while when it comes to the good, no one is satisfied with what is opined to be so, but each seeks the things that are, and from here on out everyone despises the opinion? … Now this is what every soul pursues for the sake of which it does everything… ”
from The Republic, Book VI, 505d


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