" But those reports and stuff aren’t just saying things are unhealthy—they’re saying they’re morally wrong. Like you’re somehow a better person, spiritually, if you have the right body-fat percentage and exercise for an hour a day—and there’s that awful condescending set of ads where smoking isn’t just a stupid thing to do, it’s literally the devil. People need a moral code, to help them make decisions. All this bio-yogurt virtue and financial self-righteousness are just filling the gap in the market. But the problem is that it’s all backwards. It’s not that you do the right thing and hope it pays off; the morally right thing is by definition the thing that gives the biggest payoff. "

― Tana French , In the Woods (Dublin Murder Squad, #1)