In the old days the aristocracy breathed a kind of rarefied air where they learned all kind of manners and other ways of behaving which were commensurate with their status. The new meritocracy hasn't had the benefit of such training. As such, many, or most of the members of the new elite, the new meritocracy, have brought some distinctly bohemian values into their privileged positions. They are more artsy, less formal, and far more imaginative. Thus, we have Bobos—the new meritocracy, elites with bohemian values.

Bobos are earthy, casual, ecological and very concerned about health. For the Bobos, it is unfashionable to get sick and die. Bobos practice a "more casual than thou" lifestyle. They are in touch with the great outdoors, even if they spend most of their lives indoors. This is reflected in their clothing, their furniture and their gadgets.

Bobos have their own code of ethics. Being in touch with nature and personal health are very important. A Bobo wouldn't dream of spending $25,000 on something as frivolous as an entertainment system, but they may spend the same amount on a slate shower stall, showing how in touch they are with the rhythms of nature. They may never hike Mount Everest, but they have the hiking boots and jackets that would enable them to do so if the opportunity arose. Brooks speaks of those in Silicon Valley who come to work wearing glacier glasses and hiking boots—as if a wall of ice were going to come sliding through the parking lot at any minute.

There is such a thing as sin in Bobo-land. In times past morals were codified by things like the Ten Commandments. In Bobo-land, morals are codified by the CDC and FDA. So, whereas in the past mom and dad may have severely reprimanded their teenage daughter for not wearing enough clothes on the beach, nowadays said teenage daughter can wear dental floss for a bathing suit, but she will get seriously reprimanded for not wearing enough sunscreen. In the past, smoking pot was socially unacceptable, today eating red meat is socially unacceptable. I suppose I should qualify that a bit. As an Atkins-era Bobo myself, eating red meat is sanctified and holy, but the Krispy Kreme has replaced the old time brothel as the new den of iniquity. And yes, I have sinned boldly at the Krispy Kreme.

Bobos are very purpose-driven, and this is seen most clearly in the chapter on pleasure. This chapter begins with a description of the Arizona Power Exchange—an S&M group in Phoenix that offers newsletters, workshops, discussion groups, and personal growth and support groups for those who are involved in what is euphemistically called "the leather community." They provide an atmosphere where one can discuss and participate in such things in a caring, accepting atmosphere, with all dignity and respect. Forgive me if I am a bit naive here—as a pastor, the Marquis de Sade was not on any of my seminary reading lists, but I have always heard the Marquis de Sade spoken of as someone with, shall we say, more sinister intentions. Yet, here are his followers giving us sado-masochism and humiliation with respect and dignity. This isn't sinister, this is clinical. Brooks says:

In short, over the past few years the educated class has domesticated lust by enshrouding it in high-mindedness. The Bobos have taken sex, which for centuries has been thought to be arousing or sinful or possibly dangerous, and they have made it socially constructive.

He goes on:

They are meritocrats through and through. So they don't just enjoy orgasms, they achieve orgasm. Sex in this literature is like college; it's described as a continual regimen of self-improvement and self-expansion.

Then, on page 194:

Everything in the Bobo life is purposeful.

Bingo!! The Bobo life is the purpose-driven life. For the Bobo, the meritocrat, life is one long graduate school, you are constantly getting new degrees, increasing proficiency and achieving more and more success. For the Bobos, who came out of the pleasure-driven sixties, even sex and pleasure, the things they used to do to avoid or get distracted from school, have now become part of school. Brooks goes on to describe the way that even vacations and play are part of the program of self-improvement and self-enrichment. It used to be that play and vacations were a way of getting away school and work—now they are a part of it.