From Nietzsche’s Human, All Too Human (tr. Hollingdale):

More respect for those who know! – Given the present competitive nature of selling, the public is necessarily the judge of the product of work: but the public has no particular specialist knowledge and judges according to the appearance of quality. As a consequence, the art of producing an appearance (and perhaps that of developing taste) is bound to be enhanced, and the quality of the product to decline, under the domi­nance of the competitive market. Consequently, if we are to continue to be reasonable we shall at some time have to put an end to this competitive market and replace it with a different principle. Only the skilled producer of the product ought to be the judge of the product, and the public ought to rely on their faith in him and his integrity. Therefore, no anonymous work! At the very least a knowledgeable expert in the product would have to be at hand as guarantor and place his name upon it if the name of its originator was unavailable or without significance. The cheapness of a product is another way of deceiving the layman, inasmuch as it is only durability that can determine whether or not a thing is cheap; but that is hard to assess, and for the layman impossible. – From all of which it follows that what is attractive to the eye and costs little now commands the market – and that can, of course, only be the product of the machine. For its part, again, the machine – that is to say, the means of great rapidity and facility of production – also favours the most saleable type of product; otherwise there is no great gain to be made from it; it would be too little used and too often silent. But what is most saleable is, as aforesaid, decided by the public: it will be the most deceptive product, that is to say that which appears to be of good quality and also appears to be cheap. Thus in this domain of work too our watchword must be: “More respect for those who know!”