What we call personality (...) has become the most impersonal thing in the world. Its pale and featureless face appears like a ghost at every corner and in every crowd. ... Individualism kills individuality, precisely because individualism has to be an 'ism' quite as much as Communism or Calvinism. The economic and ethical school which calls itself individualist ended by threatening the world with the flattest and dullest spread of the commonplace. Men, instead of being themselves, set out to find a self to be: a sort of abstract economic self identified with self-interest. But while the self was that of a man, the self-interest was generally that of a class or a trade or even an empire. So far from really remaining a separate self, the man became part of a communal mass of selfishness.