Early on in the text Brands focuses mainly on the three people who were the greatest examples of how through capitalism someone could reach incredible amounts of personal wealth and professional success. Those three people were John D. Rockefeller, Andrew Carnegie, and John Pierpont “J.P.” Morgan. In the book Brands details how the three were able to become such economic powerhouses through capitalism. Brands also mentions aspects of all three men’s business dealings that were far less than ethical. He details the way in which Rockefeller manipulated the lack of federal supervision over the economy to his advantage and created a monopoly in the oil industry. “Those rivals who refused his offers felt the full weight of Standard’s power. He cut prices to below theirs; if they answered with cuts of their own, he cut again. His lower production and transportation costs gave him an advantage over everyone else; when this advantage failed to elicit capitulation, he cut prices to below his own costs, knowing he could stand the