"A problem arises when two different conceptions of good or value are held by the same society or person. For example, a society may define a "good" as clean air and water. Yet that same society may turn around and pollute the earth in its acquisition of another good-- money and material things. In such a case, there is a clear tension in values -- a tension between what people say they value and what they act out in their daily lives. Thus, one might ask, "Which do they really value--what they say or what they do?"  - George R. Knight