Nothing effects modern society more than the decisions made in the market place, especially (but not only) the judgments of consumers. The designation of market relations in modern societies as the "moralization of the markets" represents a novel stage in the social evolution of markets. Market theories still widely in use today emerged in a society that no longer exists. Today, growing affluence, greater knowledge, and hi-speed communication among consumers builds into the marketplace notions of fairness, solidarity, environment, health, and political considerations imbued with a long-term perspective that can disrupt short-term pursuits of the best buy. Importantly, such social goals, individual apprehensions, and models of consumer conduct become inscribed in products and services offered in the marketplace, as well as in the rules and regulations that govern market relations.