In chapter 7, "Why We Need a New Understanding of American Politics", Lakoff refutes several conceptions of "Conservatism" that he views as too simplistic. He says that any liberal or conservative saying that "Conservatives just believe in less government" is incorrect. Common misconceptions that liberals hold include that Conservatism is "the ethos of selfishness" and "is no more than a conspiracy of the ultrarich to protect their money and power and to make themselves even richer and more powerful." Common misunderstandings of conservatives by conservatives are that "Conservatism (and nothing else) is for traditional values", and that "Conservatism is just what the Bible tells us."