[John]
> Since we all know what Quality is; since we
all have access to the apprehension of this fundamental guide, why is
 > there
anything wrong?

That's the big question. The quick answer that occurs to me is
selfishness. People care
 > more for their self-interest than they do for what
is good.

IMHO this vastly oversimplifies the issue.  What people "know" & "see" as good 
is dependent upon their own values (how could it be any other way?).  So it is 
not just "selfishness" or "self-interest", but "self-values" that play a major 
role.   
Craig
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