"...and perhaps it is a minor matter that it has ceased to be any good to anybody."

Practical men tell us that it is useless to cry over spilt milk [...] Anyhow, in the ordinary way unspilt milk has obviously more chance of remaining pure, but spilt milk has much more chance of becoming universal. To spill it is the way to spread it [...] It is the best course for the truly modernist milkman, who cannot consent to have his sacred element confined in narrow forms and limitations, in rigid cans and restricted jugs, but wishes it to flow forth freely and without limit, like a fountain in the public streets. By merely spilling the milk, the modernist will not, perhaps, make a fountain, but he will do what is more important to a modernist, he will make a splash. He will splash the milk far and wide, so as to cover a much larger area; possibly, also, so as to cover some of the passers-by, whose attention will thus be drawn to the incident. The milk of human kindness will be much more generally recognised when it is spilt than when it is imprisoned in a can- or a creed. It will have more appeal, more advertisement value, more publicity and big business methods. In short, the milk is more obvious to everybody; and perhaps it is a minor matter that it has ceased to be any good to anybody.

-December 20, 1924, Illustrated London News