sufficiency economy philosophy urges people to be moderate. Moderation in the sense of not too much or not too little is an eastern concept, and may seem to contradict the notion found in traditional economic theory of maximizing behavior. However, we should note that moderation is a relative concept, one that relates to one's means. living with limited means -- individually, locally and globally -- one should consider exercising moderation in order to protect longer-term interests. As His Majesty the King has stated: