This chapter represents a change of gear. So far, the emphasis has been on the physical properties of milk and attempts to make them visible. Chapter 6 is also about material but its interpretation of quality is rather different. Here we will investigate what was meant by good milk and other value judgements, often with moral overtones, that were deployed at one time or another. The argument is that milk acquired some of its qualities by association with those who sold or consumed it, and those who manipulated it and adulterated it. This chapter is an important precursor to Chapters 7 and 8, where a full consideration will be given to bad milk and society’s response through regulation and the law.