Because it implements the moral ideal of self-sacrifice to the needy.

WSJ: Is Rand Relevant?

Advancing the ideal of democracy and self-government is the mission that created our nation and now it is the calling of a new generation of Americans.

NPR: Bush Reaffirms Iraq Strategy

The ideal candidate would be a self-made billionaire who voted for Obama (and who may still like the man) but is now appalled at Obamanomics and willing to say so.

FORBES: Two-Front War Against Obamanomics

The ideal person would still seem to be someone with composure, a self-controlled specimen of high esteem.

FORBES: Millenials Must Stop Advertising Their Insecurity And Incompetence

The new law exempts employee contributions from the 25% of earnings limit applied to employer contributions, making a 401(k) ideal for a self-employed person who doesn't earn a lot, but can save a lot.

FORBES: Self-Employment