First Adam Smith placed reason in the service of interest; now sentiment is placed in the service of interest too. In the course of this latter development, the concept of sincerity is gutted of all meaning. In the present “culture”, few care to distinguish—indeed, few are capable of distinguishing—between sincerity and the performance of sincerity, just as few distinguish between religious faith and religious observance. To the dubious question, Is this true faith? or, Is this true sincerity? one receives only a blank look. Truth? What is that? Sincerity? Of course I’m sincere—didn’t I say so?