Max Horkheimer quote

Quite like this-

[G]reat words, even the religious and national words, including freedom, lose their meaning. They function as elements of convention rather than of conscience. The more they become everyday currency, the less they are taken seriously. A while back I received a well-meaning pamphlet on educational reform, with the request that I go through it very carefully. On the first page the word freedom was used thirteen times. In my answer I said that if I should find the word honesty used thirteen times in a business advertisement, I would surely buy nothing from such a store.