" Neither of these men cared remotely about “maximizing profit” in the short-term in the way a modern business person in a city would; they both valued their good names and their reputations for integrity far more highly than making a quick buck. If you said you would do a thing, you’d better do it. My grandfather and father would go out of their way to do good deeds for their neighbours because goodwill counted for a lot. If anyone bought a sheep from us and had the slightest complaint about it, we took it back and repaid them or replaced it with another. And most people did the same. "

― James Rebanks , The Shepherd's Life: A People's History of the Lake District