The best things in life can’t be bought…but everyone has his or her price. The age-old wisdom about values and money can be contradictory. Fortunately, new research from both sides of the Atlantic helps clear things up – scientists using brain scanning technology have found that people will give up some values for money but not others. The values that people won’t sell light up regions of the brain associated with rules, not with utilitarian choices, implying that those values aren’t the products of mere cost-benefit analyses. Some “sacred” choices and values, it seems, just aren’t for sale.