This article argues that the luxury debates of the 18th century left a legacy for discussions of consumption up to the present day. First, the vices and virtues of moral discourse became the use and abuse, productive and unproductive, of 19th-century liberalism; second, in the early 20th century, these dichotomies were applied to the new mass market, as cheap standardized goods were alleged to destroy the liberal individuality of the consumer; third, in the late 20th century, economics, politics and even the modern consumer movement have seemingly abstracted consumption from such moral categories, leaving only a morality of reaction as specific goods are seen to infringe societal norms. However, in recent years, consumption has become increasingly remoralized, posing important challenges for the academic and critical discussion of ethics and current consumer society.