The sin is not in the planning or even in the desire for profit but in the boastful, self-engrossed attitude. The self is the total focus and God a forgotten footnote in their lives. Their blind disregard for eternal realities will have frightening consequence not just for the immediate future but for eternity. On the surface this seems completely normal for business plans, and the confidence of the merchants seems to make a lot of sense. This exact thing takes place every day in the lives of too