My old guy, would goto

* The same barber

* Same Grocery store

* Have the Same locally made cigar

* Listen to the same news casters.

I was always the type of person who would experiment. Age is fucking with me now.

And now, like my dad I look for "virtuous" people/business to trust.

I structure my life around virtuous behavior because I have kids.

In short, people my age give money(value) to virtue.

The above addresses,

> Virtue is not value.

> Value is not virtue.

No one feels happy for being called a master chef and be paid, when he works for a fast food chain. That's the gist of OP's feeling.

> I'm trying to save him some angst.

No, you are arguing for business without morality, like the late night infomercials which, the entire 20-30 oriented startups are, in a way.

Things you never wanted, but you have an ab-cruncher in your house anyway.

This relates to the virtue/value discussion elsewhere in this thread. As a consultant I'm learning that some companies are price-averse and some are risk-averse. The latter are willing to pay more to lower their risks. In other words they are willing to pay more to people they trust, which they base on perceived virtue. So here is at least one case where virtue really does have value precisely as virtue (leaving aside the difference between appearance vs. reality).