Throughout the 20th century, "free enterprise" has been a contested keyword in American politics, and the cornerstone of a conservative philosophy that seeks to limit government involvement into economic matters. Tracing the use of the concept of free enterprise, Lawrence Glickman shows how it was championed by opponents of the New Deal, and in more recent decades it has both constrained and transformed political dialogue. Glickman presents a fascinating look into the complex history, and marketing, of an idea that forms the linchpin of the contemporary opposition to government regulation, taxation, and programs such as Medicare.