 Virtue, according to the utilitarian doctrine, is not naturally and originally part of the end, but it is capable of becoming so […] There was no original desire of it, or motive to it, save its conduciveness to pleasure, and especially to protection from pain. But through the association thus formed, it may be felt a good in itself, and desired as such with as great intensity as any other good. (Utilitarianism X: 235–6)