Ethics has been on the brain for a while – particularly how ethics are formed and shaped by value-judgments about the quality of a given thing. I’ve did a little image a while back mapping my current understanding of how ethics works philosophically: ontology (what is it?) precedes teleology (what is it for?), which precedes ethics (what is right or wrong?), which precedes laws (what is legally right or wrong?).
Anyway, so I was amused to see some qualitative ontology not so far below the surface of this cultural text – our (Macleans Advanced freshmint) toothpaste tube: “Your mouth is amazing. Macleans Advanced believes it deserves the Amazing science of TRIPLE PROTECTION.”