Full Idea
The usual view of goodness is that it is pleasure, while there's also a more ingenious view that it is knowledge.
Gist of Idea
Pleasure is commonly thought to be the good, though the more ingenious prefer knowledge
Source
Plato (The Republic [c.371 BCE], 505b)
Book Reference
Plato: 'Republic', ed/tr. Waterfield,Robin [OUP 1993], p.230
A Reaction
Pleasure clearly has an attraction for everyone (even puritans), and is thus a plausible natural candidate. Is this pure or instrumental knowledge? Hard to justify the former.