in theory,the economic model remains an attractive ideal it is an elegant theory that appeals to such important ethical norms as utilitarianism,freedom,and private property it carries strong rhetorical force by its connection to the free enterprise system free markets,and capitalism but the fact of the matter is that even its staunchest defenders acknowledge its limitations the imperative to maximize profits is always conditioned by such phrases as "within the law" "without deception or fraud" and "while conforming to the basic rules of society both those embodied in law and those embodied in ethical custom "these restrictions simply acknowledge the legitimacy of placing ethical limitations beyond merely obeying the law on the pursuit of profit in many ways the only debate remaining is the debate over where those limits are to be set