Demonstrating the impracticality of socialism is necessary, but is also an ineffective strategy to galvanize goodwill for capitalism, because objections to capitalism are usually predicated on moral grounds. Unfortunately, even sober critics of socialism may reject capitalism on the premise that it is inhumane and functions as a vehicle to enrich the elite. Therefore, libertarian paeans to the superiority of free market capitalism can be wrongly misinterpreted as a justification for elite rule. To improve the reputation of capitalism, defenders of markets must remind naysayers that it is a moral system based on freedom and voluntary participation. Notwithstanding the remonstrations of critics, the essence of capitalism is choice, not profits.
Mark O’Connell in a review critical of capitalism poignantly elucidates the thesis that capitalism is primarily a quest for profit: “The priority under capitalism is always profit, and so we must in one way or another prioritize doing what is profitable, even if it’s at the expense of other necessities, such as living a meaningful or spiritually fulfilling life.”