  Finally, in the last chapter of Principia Ethica,Moore sets out his ‘ideal’ — a deliberately unsystematic list of intrinsic goods (such as friendship and the appreciation of beauty) and intrinsic evils (such as consciousness of pain). Moore's choice of values is striking: it connects with the ‘Bloomsbury’ ideal of life devoted to Art and Love, and excludes social values such as equality and freedom. The individualism of the resulting morality is enhanced by the fact that Moore maintains that these intrinsic values are incommensurable, and thus that the assessment of priorities among them is inescapably a matter of individual judgment. As Keynes put it, Moore's ideal was a kind of secular ‘religion’ - not much use for public policy but fine for talented individuals who could agree to differ in their detailed value judgments.