The Greatest Beauty for the Greatest Number

This chapter introduces Henry Cole, who was heavily influenced by the ideas of the philosopher Jeremy Bentham and became the conduit for utilitarianism into the Royal Society of Arts. It analyzes Bentham's proposed alternative that based everything on a fundamental guiding principle of achieving the greatest happiness for the greatest number of people. It also mentions utilitarian reformers inspired by Bentham that introduced improvements for the benefit of “the masses” or the “people.” The chapter talks about Rowland Hill, a utilitarian reformer who tried to create a national prepaid postage system. It examines Hill's scheme to replace the messy postal system that favoured only the rich and powerful by promoting a flat rate so that any letter weighing under an ounce might be sent to anywhere in the country for just a penny.