The UCC Section 2-104(1) defines a merchant as "a person who deals in goods of the kind, or otherwise by his occupation, holds himself out as having knowledge or skill peculiar to the practices or goods involved in the transaction, or to whom such knowledge or skill may be attributed by his employment of an agent or broker or other intermediary who, by his occupation, holds himself out as having such knowledge or skill." From an ethical perspective, why should merchants be held to a higher standard of behavior than non-merchants?