These cases are perfectly simple and easy to distinguish. In a free hour, when our power of choice is untrammelled and when nothing prevents our being able to do what we like best, every pleasure is to be welcomed and every pain avoided. But in certain circumstances and owing to the claims of duty or the obligations of business it will frequently occur that pleasures have to be repudiated and annoyances accepted. The wise man therefore always holds in these matters to this principle of selection: he rejects pleasures to secure other greater pleasures, or else he endures pains to avoid worse pains.

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But I must explain to you how all this mistaken idea of denouncing pleasure and praising pain was born and I will give you a complete account of the system, and expound the actual teachings of the great explorer of the truth, the master-builder of human happiness. No one rejects, dislikes, or avoids pleasure itself, because it is pleasure, but because those who do not know how to pursue pleasure rationally encounter consequences that are extremely painful.

Nor again is there anyone who loves or pursues or desires to obtain pain of itself, because it is pain, but because occasionally circumstances occur in which toil and pain can procure him some great pleasure. To take a trivial example, which of us ever undertakes laborious physical exercise, except to obtain some advantage from it? But who has any right to find fault with a man who chooses to enjoy a pleasure that has no annoying consequences, or one who avoids a pain that produces no resultant pleasure?

The world’s biggest container shipping firm, Maersk, estimates the cost of transporting an apple from a field in New Zealand to a cold store in Europe is eight US cents. Logistics experts talk of “landed costs”, the sum of all of the various costs associated with freight. There is also an environmental cost, of course, for example bringing vegetables from afar rather than from local farms. But the landed costs of many products have fallen such that it’s usually cheaper to transport many items halfway around the world than to produce them locally.

Much of this fall in costs comes from the efficiencies ushered in by containerisation which, since it was introduced in 1956, has had a greater effect on globalisation than all the trade agreements signed in the past 50 years.

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The largest container ships today, such as the CSCL Globe and MSC Oscar carry around 19,000 TEUs (20ft equivalent unit – a standard 40ft container is two TEUs). But ships are not likely to greatly grow beyond 20,000 TEUs for the foreseeable future – much as the Airbus A380, currently the world’s largest passenger aircraft carrying up to 853 passengers, is probably as big an aircraft as we will see. If a ship or aircraft is so big and expensive that nobody can operate it (in terms of costs and system constraints) then it’s of little use. So while there have been remarkable achievements in speed and scale, today it is the communication technology that links systems together that has the greatest logistical impact.

These cases are perfectly simple and easy to distinguish. In a free hour, when our power of choice is untrammelled and when nothing prevents our being able to do what we like best, every pleasure is to be welcomed and every pain avoided. But in certain circumstances and owing to the claims of duty or the obligations of business it will frequently occur that pleasures have to be repudiated and annoyances accepted. The wise man therefore always holds in these matters to this principle of selection: he rejects pleasures to secure other greater pleasures, or else he endures pains to avoid worse pains.

But I must explain to you how all this mistaken idea of denouncing pleasure and praisi

Donec sollicitudin molestie malesuada. Donec sollicitudin molestie malesuada. Curabitur non nulla sit amet nisl tempus convallis quis ac lectus. Nulla porttitor accumsan tincidunt. Mauris blandit aliquet elit, eget tincidunt nibh pulvinar a. Mauris blandit aliquet elit, eget tincidunt nibh pulvinar a. Donec sollicitudin molestie malesuada. Pellentesque in ipsum id orci porta dapibus. Vestibulum ac diam sit amet quam vehicula elementum sed sit amet dui. Pellentesque in ipsum id orci porta dapibus.

ng pain was born and I will give you a complete account of the system, and expound the actual teachings of the great explorer of the truth, the master-builder of human happiness. No one rejects, dislikes, or avoids pleasure itself, because it is pleasure, but because those who do not know how to pursue pleasure rationally encounter consequences that are extremely painful.

Nor again is there anyone who loves or pursues or desires to obtain pain of itself, because it is pain, but because occasionally circumstances occur in which toil and pain can procure him some great pleasure. To take a trivial example, which of us ever undertakes laborious physical exercise, except to obtain some advantage from it? But who has any right to find fault with a man who chooses to enjoy a pleasure that has no annoying consequences, or one who avoids a pain that produces no resultant pleasure?