G. E. Moore,
Ethics — Chapter II
(1912)
“ The proposition that wrong action always does, and (considering how the Universe is constituted) always would, in the long-run, lead to less pleasure than the agent could have brought about by acting differently, and that right action never does and never would have this effect, is a proposition which a great many people might be inclined to accept; and this is all which, in its first part, our theory asserts. ”
