In this scene, the candyman finally appears. Wonka's wealth and his mysterious lifestyle bestow upon him an honorific stature among the characters of the film. It is implied by the many waving flags in the multicultural crowd that Wonka is respected by people all over the world, and as is indicated by Charlie's willingness to give up his dreams not to disappoint his hero, also by his heir apparent.

Veblen argues that the consumption of goods becomes intrinsically honorable in an industrial society, whereas hard labor is seen as is intrinsically base. Accumulating wealth thus becomes the most meritorious of acts, beyond statesmanship or bravery in war. " ... but for the purposes of a commonplace decent standing in the community, these means of repute have been replaced by the acquisition of goods" (30).

In another scene, Charlie's teacher praises the class for their high totalling purchases of Wonka bars, and berates Charlie for having purchased only two. Indeed, at the end of the film, Charlie's virtue is rewarded by the acquisition of wealth. Because he conquers human nature, because he himself is instrinsically honorable, he is raised to a state that confers that honor publicly.