Srila Bhaktisiddhanta Sarasvati Thakura, Srila Prabhupada’s spiritual master, sometimes referred to modern society as “The cheaters and the cheated.” For a recent publication several prominent intellectuals were asked if we were being lied to, by whom and why. Many answered that the biggest lie is the one we tell ourselves. We tell ourselves, they argued, the we’re not being lied to; advertising is done only to increase consumer discrimination and information, politicians’ primary wish is the welfare of the citizens, psychiatrists’ fundamental desire is to improve the quality of life, scientists’ aim is only better living standards, world trade is necessary for the good life, and that wholesomeness and human happiness can be measured in terms of wealth, education, aristocracy and physical beauty.