Goals of corporations are always going to seem arbitrary to people—corporations seem arbitrary to people—but the arbitrariness of goals doesn’t mean no one is ever going to accept them. If it did, we wouldn’t have sports. The goals in sports are always utterly arbitrary. The Universe doesn’t care whether the little white ball goes between the posts at Argentina’s end of the field or those at Italy’s. But a lot of people get themselves very involved in the outcome. Their involvement is a function of the social units they belong to.
