Whether as world-view or simple appetite, materialism's effect is to leach out of human motivation -- and even interest -- the spiritual impulses that distinguish the rational soul. "For self-love," ‘Abdu’l-Bahá has said, "is kneaded into the very clay of man, and it is not possible that, without any hope of a substantial reward, he should neglect his own present material good." In the absence of conviction about the spiritual nature of reality and the fulfilment it alone offers, it is not surprising to find at the very heart of the current crisis of civilization a cult of individualism that increasingly admits of no restraint and that elevates acquisition and personal advancement to the status of major cultural values. The resulting atomization of society has marked a new stage in the process of disintegration about which the writings of Shoghi Effendi speak so urgently.