Ambiguous Virtue Surrounding Commercialism in Laurence Sterne's A Sentimental Journey

Neil McKendrick [et. al] presents the argument, in his book "The Birth of a Consumer Society," regarding the vitality/necessity of fashionability amongst those of lower social rank. A paraphrase of the argument consists of the cherub-like qualities of the consumerism of eighteenth century England: greediness, naivety, and an overall newborn attribute of immorality belonging to those who wished to emulate royalty through dress. McKendrick writes:
What gave most immediate offence (sic) was the apparent championship of luxury, the cynical justification of the benefits which accrued from vice. In Vice and Luxury, Publick Mischiefs, John Dennis wrote in outrage in 1724 that 'a Champion, that is a Creature intirely (sic) new, and has never been heard of before in any Nation, or any Age of the World (p. 22)."

Although in Sterne's Sentimental Journey there is a sense, through the somewhat ambiguous perspective of the narrator Yorrick, that virtuous creature still remain very much alive, or, at least, in France. When Yorrick encounters a fine young shopkeeper on a walk. He needs directions and decides to ask the girl, yet there is something special about her. Yorrick states, "I had given a cast with my eye into a half a dozen shops as I came along in search of a face not likely to be disordered by such an interruption (p. 42)." This could mean many things; either the girl looked friendly enough to approach (in complete disregard to anything regarding mercantilism), or she actually stood out amongst the many merchants he did see.

That is, either they (the other shopkeepers) simply were not friendly or they were too busy. In fact, he is so impressed by her willingness to put up with his forgetfulness (he cannot focus on what she is telling him; he can only focus on her) that he is inclined to feel her wrists. Yorrick then remarks upon her "temperature," and he is very impressed (p. 44). Once again, ambiguity arises. Perhaps Yorrick is implying that he believes she is hot-blooded. Or, in regards to McKendrick's statement, it may mean two things: Yorrick is surprised to find a woman with such a temperament, or someone with such deep dedication in helping her fellow humans free of charge (244); Yorrick is surprised to find someone of her humble breed (as opposed to the newly-formed 'Champions John Dennis wrote about) that is still alive in the age.

Still, as Yorrick discovers more about the female shopkeeper, more ambiguities arise. First and foremost: this woman is married! She could simply be putting on an act in attempt to get Yorrick to buy something, which he does-[suitably] a pair of gloves. Yet when the husband appears, he bows to Yorrick, saying, "(Yorrick) did him too much honour" (p. 45). Could he too be putting on a front, just to make a sale? That would be just as likely as the husband being urgent to get rid of the wife. That is, if the wife is willing to put her business aside for anybody who steps in the shop with a simple inquiry, what kind of a companion would she make in the new age of commercialism? If a husband and wife make up one rank-ascending entity, why not cut the losses-by cutting off the wife? Surely this would be the most virtuous action; give the wife an excuse to leave in order to keep the shop. Anything else is mild prostitution anyways.