Here is an article by Bob Peck.
When we give our endorsement to someone or something, we intrinsically connect ourselves to the object of that endorsement and to the values which it embodies, thus lifting – or lowering – ourselves to the level of the entity we have endorsed.
When we give our endorsement to something moral and virtuous, we elevate ourselves. Our names and our reputations partake of the honor inherent in the object of virtue with which we become associated, and which we acknowledge as representing the righteous standard. Even if our own conduct does not currently embody all of the virtues of the object of our endorsement, our decision to embrace that higher standard will ultimately draw us upward into increasing conformity to it.
Conversely, when we give our endorsement to something of lower morals, or which lacks virtue, we diminish ourselves. Our names and our reputations partake of the dishonor inherent in…
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