Confused Ideas

Pratap Bhanu Mehta  writes in Indian Express that “Societies cannot be held together only by coercion (state) or money (markets). Something more is required. In a broader sense, it requires internalisation of norms and values that set limits on what can be bought and sold……….Again, paradoxically, market societies need an even stronger idea that our professional norms are not something that can be always sacrificed to calculations of interest. But if a society sends signals that only incentives matter, it will undermine its own foundations”.

What is that “even stronger idea”?