On why the book was written:
"The Ecology of Commerce will try to demonstrate that while this has been a largely true up until now, and will continue to be true for some time in the future, this behaviour is not the inherent nature of business, nor the inevitable outcome of free-market system. It is merely the result of the present commercial system's design and use. The human matures from the state of grasping ego gratification to some degree of ethical awareness. Our species is not perfect, but certainly not depraved, either. Like individuals, societies also mature, albeit more slowly and haltingly. America ended institutionalized slavery, for example, but is only now beginning to address its many forms of racism. I believe our economic system can also mature in a similar fashion."
Mart Nowinska favorite passage in the book
“Markets are superb at setting prices but incapable of recognizing costs.”