Victorian Bournemouth (228) has suggested that marketing myopia contributed to the local Oxford University Extension scheme’s failing to achieve commercial success. The lecturers, motivated by their belief that educational success should not rely on ‘mere material benefits,’ failed to recognise that their commercial opportunity lay in providing afternoon entertainment to respectable individuals. Embracing this perspective could have alleviated financial constraints. The education sought by working people to improve their conditions presented a different marketing challenge better comprehended by others.