Friedman’s thesis is therefore open to reasonable challenge. As stated, Friedman did not suggest that business was free of ethics – he concludes his article by stating that a business must increase its profits ‘so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud’ (ibid). However, Mulligan (1986), without even pointing out that businesses have become quite involved in setting the rules of the game, is able to counter with regard to Friedman’s moral exhortation: