 According to me, the person who judges that A is good is wishing others to feel certain desires. He will therefore, if not hindered by other activities, try to rouse these desires in other people if he thinks he knows how to do so. This is the purpose of preaching, and it was my purpose in the various books in which I have expressed ethical opinions. The art of presenting one’s desires persuasively is totally different from that of logical demonstration, but it is equally legitimate. (“Reply to Criticisms” RoE: 149/Papers 11: 51)