Within the framework of the highly professionalized standards of the academy, with its rankings and scientific productivity, humanities subsist. A possible explanation of this phenomenonis that, according to Social Ontology,desire-independent reasons for action are the key in contexts of education, and of humanities. In this paper, I examine how the market forces, which favor individualism and competition, creates tension between desires and obligations. As I argue here, in market contextsactions that satisfy desires are more valued than the theorization about collective intentionality and its product: the human civilization.