“Your everyday supermarket now carries roughly 40,000 items - twice as many as a decade ago. There are so many products, so many brands and sub-species of those brands, that no consumer is safe from the bombardment of choice overload.A huge variety of product offering doesn't aid consumers. It is insanity. From the vast array of athletic shoes to bagels to portable CD players to bottled water, there quickly becomes a point at which mega-choices, like mega-information, do not serve the consumer; they abuse him.”

“There is no place for government to prohibit consumers from buying products the effect of which will be to harm themselves”

“Inequality of wealth and incomes is an essential feature of the market economy. It is the implement that makes the consumers supreme in giving them the power to force all those engaged in production to comply with their orders. It forces all those engaged in production to the utmost exertion in the service of the consumers. It makes competition work. He who best serves the consumers profits most and accumulatesriches.”

“The television commercial is not at all about the character of products to be consumed. It is about the character of the consumers of products.”

“Many people want the government to protect the consumer. A much more urgent problem is to protect the consumer from the government.”

“The junk merchant doesn't sell his product to the consumer, he sells the consumer to his product. He does not improve and simplify his merchandise. He degrades and simplifies the client.”