Mackail asserted that Morris became " a manufacturer not because he wished to make money, but because he wished to make the things he manufactured . " Morris & Co .'s designs were fashionable among Britain's upper and middle-classes, with biographer Fiona MacCarthy asserting that they had become " the safe choice of the intellectual classes, an exercise in political correctitude . " The company's unique selling point was the range of different items that it produced, as well as the ethos of artistic control over production that it emphasised.
