It’s the entrepreneurs who are the heroes of the free market system, whose innovations raise the standards of health, nutrition, safety, productivity, education and art for everyone. They do so because they see a profit opportunity: profit is the signal from the customer that there is value in an innovation that they are willing to pay for, and that it’s a better use of society’s resources than was the case before its invention. The entrepreneur who puts society’s resources to more productive use is rewarded by consumers.