Very naturally one of the first points where thrift begins is the substitution of one good for another. Strongly opposed, however, to substitution - or to any other change - is the force of habit. All of us consume goods daily without giving second thought to the needs we feel, or to the satisfaction we secure. It is true that if such goods were entirely removed we should feel their absence and even complain of privation. Yet if some other good of like appearance were substituted we should not, in many cases, detect the deception. People become accustomed to use, for example, creamery butter, lard, pure apple cider, leather shoes, or solid silverware, and feel that nothing else could serve so well the purpose to which these goods are put. The basis for these wants goes scarcely deeper than taste or looks, for seldom if ever do we stop to analyze the satisfaction of deeper wants, such as cleanliness, comfort, or good health.