  Many consequentialists deny that all values can be reduced to any single ground, such as pleasure or desire satisfaction, so they instead adopt a pluralistic theory of value. Moore’s ideal utilitarianism, for example, takes into account the values of beauty and truth (or knowledge) in addition to pleasure (Moore 1903, 83–85, 194; 1912). Other consequentialists add the intrinsic values of friendship or love, freedom or ability, justice or fairness, desert, life, virtue, and so on.