"The direction of all economic affairs is in the market society a task of the entrepreneurs. Theirs is the control of production. They are at the helm and steer the ship. A superficial observer would believe that they are supreme. But they are not. They are bound to obey unconditionally the captain's orders. The captain is the consumer. ...[Consumers] make poor people rich and rich people poor. They determine precisely what should be produced, in what quality, and in what quantities."