The only thing that bothered the Duke was borrowing money. This was necessary from time to time when loans or mortgages fell in, but he hated it. It was beneath him. His ancestors had often taken money, but had never borrowed it, and the Duke chafed under the necessity. There was something about the process that went against the grain. To sit down in pleasant converse with a man, perhaps almost a gentleman, and then lead up to the subject and take his money from him, seemed to the Duke’s mind essentially low. He could have understood knocking a man over the head with a fire shovel and taking his money, but not borrowing it.
Advertising can best be described as the science of arresting the human intelligence long enough to get money from it.