"Owen had neglected to notice that expectations also change through circumstance. As our communal conditions advance, we all tend to want to become the prophet, not merely the congregation. Once the problem of survival is solved, it’s no longer enough not to be starving or abused or overworked – we want personal satisfaction and self-direction. So, yes: some of the great names in business – the Lowell mills, Hershey’s, Cadbury’s, Lever Brothers, Google – applied dilute Owenism to great effect, but success makes employees become more individualist and ask for more of their reward in cash, while hard times make shareholders less generous, pointing out that plenty of people would take the job without the crêche, lecture series, or company brass band. Shifting expectation drives the carousel for another turn; we remain ambivalent about work, this thing we do through most of our waking lives, because we still don’t know what it is for."