I believe that I understand what you’re saying now, but I have to say that I generally disagree. I’d argue a few things
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That the utilitarian arguments for capitalism are the only ones which really work
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That there is no singular reason why it is that a logical investigation of ethics upon an individualistic basis would have to result in capitalism, that’s entirely a matter upon the values of the individual in question
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That there is little hope of ever making the mass number of people understand and justify the individualist ethic
Justification for 1.
Mises engages in quite a convincing bit of argumentation at the beginning of Human Action where he talks about how in the end only arguments which benefit the great majority of people will impel them to action: Every political party, ever ideology, which has gained power in the past century has inevitably revolved around either an increase in living standards or insurance of security, which in many ways amounts to the same thing. The majority of people have always been rather on the fence about moral issues, they’ve say back whilst their streets are filled with the homeless, millions have been slaughtered in foreign genocides, and as the governments from around the world still perform their daily task of extortion, and this has all been with the libertarian case morality in existence, and still not taking hold.
I agree that moral arguments are important, but the fact is that to many, probably even the vast majority, moral arguments cannot work because they have the moral high ground because they are the direct result of mainstream thought/morality of our time, you cannot change the moral frame of the debate, the only thing that you can do is to expose how your solution is superior according to their own criteria of superiority, and because almost all anti-capitalistic moralities are inevitably utilitarian in one way or another, exposing the fact that the poor will be made better off under capitalism than in a welfare state displays that both in a utilitarian and moral sense (according to their view of morality) libertarianism is a superior system.
Inevitably the true utilitarian argument for free markets (I believe a much better term than capitalism to describe the system we propose) lies in the fact that it’s not just the highest standard of living, it’s the most humanistic that a society can possibly be. If the sick are to be taken care of, then they will be kept in better care with less cost to the populace under a free society than a state run society unless the state run society is inherently un-democratic. You will never convince any but an enlightened society to fight for a decrease in their own standard of living, to hurt themselves, or to hurt others materially without an inherently collectivistic/mystical symbol to fight for, I.E god/state/nation, and even these are usually only as effective as they are utilitarian to their members.
Justification for the second assertion:
Morality is what one should do. What one should do is a matter of value, because should is a reflection of action, and action is a reflection of value. Therefore, if it is in one’s values to disregard the will of others, and only embrace their own, or to disregard the wills of others in favor of major ends, then people will choose to disregard the values of others, and reject capitalism wheresoever it defies the ends that they seek.
The subjective nature of man inherently means that there is, cannot, and will never be, an absolute and singular moral answer for any system. This is why Rand, Rothbard, and Nozick have failed. You speak of a capitalistic ethic as if it is a new idea, but it’s something that’s been around, and has been failing, for decades. Indeed, the ultimate failure of moral arguments.
Justification for my final assertion:
Most people aren’t intellectually curious in any way, the failure of democracy and the degradation of the current system has shown this. Intellectual liberation requires just that, walls to be broken down, taboos to be broken, and new paths discovered. The majority of people will never go down this route, they have no reason to, they don’t have the will to, and they don’t have the honesty to. Never in history has this happened, and never will it happen because the vast majority of people have no intellectual curiosity or ambition.
In every intellectual revolution, every one, there have always been intellectual elites who guide the entire process, and people at a lower level who have been reached through a simplified belief system that usually plays either to conservative tendencies or to utilitarian values. There has never been anything close to an “intellectual hierarchy”, where a huge number of people have been intellectually liberated or changed in a very serious way.
We can reach out to a huge number of people, but we will never break or convert the vast majority, because they are impossible to convert in a very serious way. We will only ever reach them upon a utilitarian level in one of three ways
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The emphasis of the increasing standards of living of the vast majority on a free market
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The capability for the improved provision of public goods and general welfare on all fronts on a free market
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The increased ability of individual action and happiness seeking on a free market.
Then there come the conservative values that can also be played into:
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The lack of abuse of power on a free market
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The amount of individual freedom on a free market
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The security and independence of a free market.
None of these have to do with huge liberations of an individual, and all remain more or less inside the current paradigm with a change in means, rather than a change in ends or values, which will never be directly achieved in favor of the libertarian standpoint.