graduate　registration　any　student　who　might　otherwise　prefer　to
  look　for　graduate　instruction　elsewhere。　The　plan　has　not　been
  found　to　work　well；　and　it　is　still　on　trial。
  6。　At　least　one　such　businesslike　chief　of　bureau　has　seriously
  endeavoured　so　to　standardize　and　control　the　work　of　his　staff
  as　to　have　all　courses　of　lectures　professed　in　the　department
  reduced　to　symmetrical　and　permanent　shape　under　the　form　of
  certified　syllabi；　which　could　then　be　taken　over　by　any　member
  of　the　staff；　at　the　discretion　of　the　chief；　and　driven　home　in
  the　lecture　room　with　the　accredited　pedagogical　circumstance　and
  apparatus。　The　scheme　has　found　its　way　into　academic　anecdote；
  on　the　lighter　side；　as　being　a　project　to　supply　standard
  erudition　in　uniform　packages；　〃guaranteed　under　the　pure　food
  law；　fully　sterilized。　and　sealed　without　solder　or　acids〃；　to
  which　it　is　only　necessary　to　〃add　hot　air　and　serve。〃
  7。　So；　e。　g。；　it　is　known　to　have；　on　occasion；　became　a
  difficult　question　of　inter…bureaucratic　comity；　whether
  commercial　geography　belongs　of　right　to　the　department　of
  geology　or　to　that　of　economics；　whether　given　courses　in　Hebrew
  are　equitably　to　be　assigned　to　the　department　of　Semitics　or　to
  that　of　Religions；　whether　Church　History　is　in　fairness　to　be
  classed　with　profane　History　or　with　Divinity；　etc。；　　questions
  which；　except　in　point　of　departmental　rivalry；　have　none　but　a
  meretricious　significance。
  8。　Nugatory；　that　is；　for　the　ostensible　purpose　of　reducing
  inter…academic　rivalry　and　duplication。　However；　there　are　other
  matters　of　joint　interest　to　the　gild　of　university　executives；
  as；　e。g。；　the　inter…academic；　or　inter…executive；　blacklist；　and
  similar　recondite　matters　of　presidential　courtesy　and　prestige；
  necessary　to　be　attended　to　though　not　necessary　to　be　spread
  abroad。
  9。　The　English　pattern　of　boys'　schools　and　gentlemanly
  university　residence　has　doubtless　afforded　notable　guidance　to
  the　〃Educators〃　who　have　laboured　for　the　greater　gentility　of
  American　college　life；　at　the　same　time　that　the　grave
  authenticity　of　these　English　customs　has　at　many　a　difficult
  passage　sewed　opportunely　to　take　the　edge　off　the
  gentlemen…educators'　sense　of　shame。
  10。　Illustrative　instances　have　little　value　as　anecdotes　and　not
  much　more　as　circumstantial　evidence；　their　abundance　and
  outrance　are　such　as　to　have　depreciated　their　value　in　both
  respects。　Yet　to　any　who　may　not　know　of　this　traffic　by　familiar
  contact　one　or　two　commonplace　instances　may　perhaps　not　seem　too
  much。　So；　a　few　years　ago；　in　one　of　the　greater　of　the　new
  universities；　a　valued　member　of　one　of　the　athletic　teams　was
  retained　at　an　allowance　of　40　a　month　as　bookkeeper　to　the
  janitor　of　one　of　the　boys'　dormitories　on　the　campus。　At　the
  same　university　and　about　the　same　time　two　other　athletes　were
  carried　on　university　pay　as　assistants　to　the　editor　of　the
  weekly　bulletin　announcing　the　programme　of　academic　events　for
  the　week；　though　in　this　case；　to　the　relief　of　the　editor　in
  question；　only　one　of　the　two　assistants　reported　at　his　office；
  and　that　only　once；　during　the　year　of　their　incumbency。　These；
  as　already　remarked；　are　commonplace　occurrences。　The　more
  spectacular　instances　of　shrewd　management　in　these　premises　can
  not　well　be　dealt　with　otherwise　than　by　a　canny　silence；　that
  being　also　the　course　approved　by　current　practice。
  11。　A　single　instance　may　tolerantly　be　admitted　here。　Among　the
  formal　requirements　that　would　admit　students　to　a　free　pursuit
  of　sportsmanship；　at　the　same　university　as　above　mentioned；
  without　imputation　of　professionalism；　was　specified　the　ability
  to　read　at　sight　such　a　passage　in　a　given　foreign　language　as
  would　satisfy　the　instructor　in　charge　that　the　candidate　was
  competent　in　the　language　in　question。　The　instructor　responsible
  in　this　case；　a　man　of　high　academic　rank　and　gifted　with　a
  sympathetic　good…will　toward　the　〃boys；〃　submitted　in　fulfilment
  of　the　test　a　copy　of　the　Lord's　Prayer　in　this　foreign　tongue；
  and　passed　the　（several）　candidates　on　finding　them　able　passably
  to　repeat　the　same　in　English。　It　would　scarcely　be　fair　to
  distinguish　this　episode　by　giving　names　and　places；　since
  equally　ingenious　expedients　have　been　in　use　elsewhere。
  12。　〃And　then　there　came　another　locust　and　carried　off　another
  grain　of　wheat；　and　then　there　came　another　locust；〃　etc。；　etc。
  13。　More　than　one　instance　might　be　cited　where　a　student　whose
  privately　avowed　and　known　aim　was　the　study　and　practice　of　Law
  has　deliberately　been　induced　by　the　offer　of　a　fellowship
  stipend　to　register；　for　the　time　being；　as　an　academic　graduate
  student　and　as　candidate　for　the　academic　doctor's　degree。　In　the
  instances　that　come　to　mind　the　students　in　question　have　since
  completed　their　law　studies　and　entered　practice；　without　further
  troubling　about　the　academic　degree　for　which　they　once　were
  ostensible　candidates。
  CHAPTER　IV
  Academic　Prestige　and　the　Material　Equipment
  In　the　course　of　the　preceding　chapter　it　has　appeared　that
  the　introduction　of　business　principles　into　university　policy
  has　had　the　immediate　and　ubiquitous　effect　of　greatly
  heightening　the　directorate's　solicitude　for　a　due　and　creditable
  publicity；　a　convincing　visible　success；　a　tactful　and　effectual
  showing　of　efficiency　reflected　in　an　uninterrupted　growth　in
  size　and　other　tangible　quantitative　features。　This　is　good
  policy　as　seen　from　the　point　of　view　of　competitive　business
  enterprise。　In　competitive　business　it　is　of　the　gravest
  importance　to　keep　up　the　concern's　prestige；　or　〃good　will。〃　A
  business　concern　so　placed　must　be　possessed　of　such　prestige　as
  will　draw　and　hold　a　profitable　traffic；　otherwise　the　enterprise
  is　in　a　precarious　case。　For　the　objective　end　and　aim　of
  business　enterprise　is　profitable　sales；　or　the　equivalent　of
  such　sales　if　the　concern　is　not　occupied　with　what　would
  strictly　be　called　sales。　The　end　sought　is　a　net　gain　over
  costs；　in　effect；　to　buy　cheap　and　sell　dear。　The　qualities　that
  count　as　of　prime　consequence　in　business　enterprise；　therefore；
  particularly　in　such　business　enterprise　as　has　to　do　with　many
  impressionable　customers；　are　the　salesmanlike　virtues　of
  effrontery　and　tact。　These　are　high　qualities　in　all　business；
  because　their　due　exercise　is　believed　to　bring　a　net　return
  above　the　cost　of　the　goods　to　the　seller；　and；　indeed；　above
  their　value　to　the　buyer。　Unless　the　man　in　competitive　business
  is　able；　by　force　of　these　businesslike　aptitudes；　to　get
  something　more　than　he　gives；　it　is　felt　that　he　has　fallen　short
  of　the　highest　efficiency。　So　the　efficient　salesman；　and
  similarly　the　efficiently　managed　business　concern；　are　enabled
  to　add　to　their　marketable　goods　an　immaterial　increment　of
  〃prestige　value；〃　as　some　of　the　economists　are　calling　it。　A
  margin　of　prepossessions　or　illusions　as　to　their　superior；　but
  intangible　and　inexpensive；　utility　attaches　to　a　given　line　of
  goods　because　of　the　advertiser's　or　salesman's　work；　　work
  spent　not　so　much　on　the　goods　as　on　the　customer's
  sensibilities。
  In　case　these　illusions　of　superior　worth　are　of　an　enduring
  character；　they　will　add　an　increment　of　such　intangible　utility
  also　to　goods　or　other　marketable　items　subsequently　to　be
  offered　by　the　same　concern；　and　they　can　be　added　up　as　a
  presumptive　aggregate　and　capitalized　as　intangible　assets　of　the
  business　concern　in　question。　Such　a　body　of　accumulated　and
  marketable　illusions　constitute　what　is　known　as　〃good…will；〃　in
  the　stricter　sense　of　the　term。　The　illusions　in　question　need；
  of　course；　not　be　delusions；　they　may　be　well　or　ill　founded；　for
  the　purpose　in　hand　that　is　an　idle　question。
  The　most　familiar　and　convincing　illustrations　of　such　good
  will　are　probably　those　afforded　by　the　sales　of　patent
  medicines；　and　similar　proprietary　articles　of　household
  consumption；　but　intangible　values　of　a　similar　nature　are
  involved　in　nearly　all　competitive　business。　They　are　the　product
  of　salesmanship；　not　of　workmanship；　and　they　are　useful　to　the
  seller；　not　to　the　buyer。　They　are　useful　for　purposes　of
  competitive　gain　to　the　businessman；　not　for　serviceability　to
  the　community　at　large；　and　their　value　to　their