A merchant named Robert Keyne showed up crestfallen before the General Court of Massachusetts in Puritan Boston in 1639. His offense: trying to sell at the highest possible price and buy at the lowest possible price, putting his profits above the interests of the community. The judges showed no mercy: they fined him £200 for a practice they described as “extremely wicked and corrupt” and for having embraced “false principles.” Yet those are the same principles that now seem completely natural to us and structure our entire lives.

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