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Because capitalism is built on a series of MUTUALLY BENEFICIAL transactions. So when I buy a product - I gain something because I now have the product and the company gains because they've sold me that product presumably at a profit. The reason I buy something is because buying it makes me better off.

I like things that make me better off - therefore it is perfectly reasonable to like companies - esp ones that make important/complex things that I derive a lot of benefit from.




Because capitalism is built on a series of MUTUALLY BENEFICIAL transactions.

It's not only that: capitalism is also built extensively on explicit or implied social norms that cultivate customer loyalty to a company that makes and keeps ethical as well as contractual promises.

Market norms and values are what they are, but people live in social and ethical worlds, and most people expect their business transactions to be ethically as well as economically acceptable.




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