In this episode of Reason at Large, Craig Biddle answers a question from Robert: "Why do you and other Objectivists advocate selfishness when that word disturbs so many people? Why not just use the word self-interest or, better yet, rational self-interest?"

In answering, Biddle points out that selfishness, self-interest, and rational self-interest are all the same thing and that, depending on the context and one’s audience, each of these terms provides value and clarity in identifying the policy of always pursuing one’s values with respect to their relative importance to one’s life.

https://www.youtube.com/watch?v=jNIGVhfY9s8

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