F. H. Bradley, “Why should I be Moral,” Ethical Studies (London: Oxford University Press, 1929), p.59:
Why should I be virtuous? Why should I? Could anything be more modest? Could anything be less assuming? It is not a dogma; it is only a question. And yet a question more less may contain (perhaps must contain) an assumption more or less hidden; or, in other words, a dogma. Let us see what is assumed in asking of our question.
In ‘Why should I be moral?‘ the ‘Why should I?’ was another way of saying, what good is virtue? or rather, for what is it good? and we saw that in asking, is virtue good as a means, and how so? we do assume that virtue is not good, except as a means.