One must feel, but not too much. Bullough writes, "Distance … is obtained by separating the object and its appeal from one's own self, by putting it out of gear with practical needs and ends. Thereby the 'contemplation' of the object becomes alone possible."
To truly appreciate something, one must strike a balance between feeling and restraint. According to Bullough, this balance is achieved by distancing oneself from the object, separating its appeal from one's own desires and needs, allowing for contemplation.