If an intellectual were to state that his cognition and knowledge were "the standard of reality", any Objectivist would easily refute the proposition as subjectivist and primacy of consciousness. Why then is it commonly accepted (I have heard and read fairly regularly) and not challenged, that: "an individual's life is the standard of value"? (Another way: - "My life is my standard of value")? Rand's formulation reads: "The Objectivist ethics holds man's life as the *standard* of value