"In a society in which the narrow pursuit of material self-interest is the norm, the shift to an ethical stance is more radical than many people realize. In comparison with the needs of people starving in Somalia, the desire to sample the wines of the leading French vineyards pales into insignificance. Judged against the suffering of immobilized rabbits having shampoos dripped into their eyes, a better shampoo becomes an unworthy goal. An ethical approach to life does not forbid having fun or enjoying food and wine, but it changes our sense of priorities. The effort and expense put into buying fashionable clothes, the endless search for more and more refined gastronomic pleasures, the astonishing additional expense that marks out the prestige car market in cars from the market in cars for people who just want a reliable means to getting from A to B, all these become disproportionate to people who can shift perspective long enough to take themselves, at least for a time, out of the spotlight. If a higher ethical consciousness spreads, it will utterly change the society in which we live." -- Peter Singer