There are also costs associated with getting new generations to internalise rules that require one to make enormous sacrifices for others with whom one has no particular connection. Of course, following such demanding rules will produce many benefits, mainly to others. But the costs associated with internalising such rules should be weighed against the benefits of following them. At some level of demandingness, the costs of getting such demanding rules internalised will outweigh the benefits that following them will produce. Hence, doing a careful cost/benefit analysis of internalising demanding rules will come out opposing rules’ being too demanding.