When does the pursuit of self-interest go too far, lapsing into morally unacceptable behavior? Until the unprecedented events of the recent global financial crisis economists often seemed unconcerned with this question, even suggesting that "greed is good." A closer look, however, suggests that greed and lust are generally considered good only for men, and then only outside the realm of family life. The history of Western economic ideas shows that men have given themselves more cultural permission than women for the pursuit of both economic and sexual self-interest. Feminists have long contested the boundaries of this permission, demanding more than mere freedom to act more like men. Women have gradually gained the power to revise our conceptual and moral maps and to insist on a better-and less gendered-balance between self interest and care for others.