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Updated: June 14, 2025
Finance was much less to my taste than the organisation of the Tono-Bungay factory. In the new field of enterprise there was a great deal of bluffing and gambling, of taking chances and concealing material facts and these are hateful things to the scientific type of mind. It wasn't fear I felt so much as an uneasy inaccuracy.
Too much like Duffer! Difficult thing, a title." I ran my mind over various possibilities. "Why not take a leaf from a socialist tract I came upon yesterday. Chap says we're all getting delocalised. Beautiful word delocalised! Why not be the first delocalised peer? That gives you Tono-Bungay! There is a Bungay, you know. Lord Tono of Bungay in bottles everywhere. Eh?"
His face flushed slightly, he leant forward over the little table towards me. "Listen!" he said. I listened. "Tono-Bungay," said my uncle very slowly and distinctly. I thought he was asking me to hear some remote, strange noise. "I don't hear anything," I said reluctantly to his expectant face. He smiled undefeated. "Try again," he said, and repeated, "Tono-Bungay." "Oh, THAT!" I said.
The counter was littered with these same swathed bottles, of a pattern then novel but now amazingly familiar in the world, the blue paper with the coruscating figure of a genially nude giant, and the printed directions of how under practically all circumstances to take Tono-Bungay.
But the former, however sympathetically treated, are certainly not idealised; and among the latter, the only real creation, in my opinion, is Susan Ponderevo in Tono-Bungay; although there is a possible composite of various women in the later books that may represent the general insurgent character of recent young womanhood.
We can only approach Tono-Bungay, which is modern and representative of our whole industrial system, by way of something prior to it the old social order which exists only as a tradition, which is maintained as a vast, stupid, demoralising pretence, undermined by Tono-Bungayism. The old order, in Mr.
Your modern commerce is no more buying and selling than sculpture. It's mercy it's salvation. It's rescue work! It takes all sorts of fallen commodities by the hand and raises them. Cana isn't in it. You turn water into Tono-Bungay." "Tono-Bungay's all right," said my uncle, suddenly grave. "We aren't talking of Tono-Bungay."
Such was the figure that created and directed the great property of Tono-Bungay, and from the successful reconstruction of that company passed on to a slow crescendo of magnificent creations and promotions until the whole world of investors marveled.
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