The most important change made by Pascal Lamy to the concept and management of the Union's trade policy during the period 1999-2004 was the growing emphasis placed on aspects which, without being directly trade-related or economic in nature, represent society's choices. As he wrote in his last document as Commissioner, "trade liberalisation need not compromise the fundamental choices of the citizens concerning their values and their way of life". The problem is nothing new; what is new, is...