And loyalty is a valued commodity. It can be sold . . . not bought, but sold.

Nothing wins more loyalty for a leader than an air of bravura," the Duke said. "I, therefore, cultivate an air of bravura.

Leto turned a hard stare at Kynes. And Kynes, returning the stare, found himself troubled by a fact he had observed here: This Duke was concerned more over the men than he was over the spice. He risked his own life, and that of his son to save the men. He passed off the loss of a spice crawler with a gesture. The threat to men's lives had him in a rage. A leader such as that would command fanatic loyalty. He would be difficult to defeat. Against his own will and all previous judgements, Kynes admitted to himself: I like this Duke.

What you of the CHOAM directorate seem unable to understand is that you seldom find real loyalties in commerce ... Men must want to do things of their own innermost drives. People, not commercial organisations or chains of command, are what make great civilizations work, every civilization depends upon the quality of the individuals it produces. If you overorganize humans, over-legalize them, suppress their urge to greatness - they cannot work and their civilization collapses.