Kant thinks our actions only have moral worth and deserve esteem when they are motivated by duty. Kant illustrates the distinction between (b) and (c) with the example of a shopkeeper who chooses not to overcharge an inexperienced customer. The shopkeeper treats his customer fairly, but because it is in his prudent self-interest to do so, in order to preserve his reputation, we cannot assume that he is motivated by duty, and thus the shopkeeper's action cannot be said to have moral worth. Kant contrasts the shopkeeper with the case of a person who, faced with “adversity and hopeless grief”, and having entirely lost his will to live, yet obeys his duty to preserve his life. Because this person acts from duty, his actions have moral worth. Kant also notes that many individuals possess an inclination to do good; but however commendable such actions may be, they do not have moral worth when they are done out of pleasure. If, however, a philanthropist had lost all capacity to feel pleasure in good works but still did pursue them out of duty, only then would we say they were morally worthy.