We begin with we are, not I am. We are who we are because of what we do through our daily practices. At a time when the United States has led the return to the gilded age when 1% of the population own one-third of its wealth, when those in the financial services who contribute least to the production of that wealth join the .com innovators to predominate among the super rich, when protesters claiming to represent the other 99% seek to reverse the direction of the narrative of greed that began in the 1980s to rise to its current pre-eminence, when protests that started on Wall Street have spread worldwide,when the principles to counteract the moralization of greed and inequality are in greatest need, this book's superb philosophical examination of that moral struggle could not be more timely.