But Portfolio doesn’t pay too much attention to the revelation, and soon we are comfortably back to where we were:
Bruce Toll scaled back his involvement in the company a decade ago and has since devoted himself to various other pursuits, such as financing movies and buying a stake in the Philadelphia Inquirer. But Bob Toll has never cared for any business except building, and he says he feels a responsibility to right his company. Friends say that this challenge has invigorated him.
And we even get some good news:
In fact, stock analysts say that Toll Brothers could end up profiting over the long term from widespread misery. With a relatively low debt load and one of the largest cash reserves in the industry—roughly $1.5 billion, twice as much as its competitors’ on average—Toll Brothers seems to hold a decent position compared with others in its field.
So it looks like the hero of the story might triumph after all. Concerned that it will be at the cost of “widespread misery”? Don’t be. That’s not the narrative here. You’re supposed to root for Bob Toll.
Oh, and you know those greedy customers? It turns out the company’s future business model requires them. That’s right future business model:
The company refuses to lower its prices too much for fear of compromising its brand, which means it must accept the costs of carrying considerable inventory until demand returns…. The company’s executives say Toll Brothers is catering to universal appetites and has no plans to scale back its trademark homes.
Here’s hoping for more greed.
And on to the second piece.
The story is titled “The Mansion: A Subprime Parable. But we warn you now that it has little to do with subprime lending—or parables—and a lot to do with mansions.
Michael Lewis sets up the story this way:
I was looking to return to New Orleans, where I’d grown up, to write a book. The move would uproot my wife and three children from California, and I felt a little bad about that. They needed a place to live, but places to live in New Orleans are hard to find. Ever since Hurricane Katrina, the real estate market there has been in turmoil. Owners want to sell, buyers want to rent, and the result is a forest of for sale signs and an army of workers commuting from great distances.At the bottom of every real estate ad I saw was the name of the same agent. One woman ruled the market, it seemed, and her name was Eleanor Farnsworth. I called her and threw myself on her mercy. She thought my problem over and then said, ‘I only know of one place that would work for you.’ She’d suggested it to Brad Pitt and Angelina Jolie, she said, before selling them their more modest place in the French Quarter.
That shouldn’t have been a selling point; it should have been a warning. I should have asked the price. Instead, I asked the address.
Now, this would be an engaging tale—we at The Audit are not uninterested in peeping into houses we can’t afford—if it didn’t pretend to have a larger moral dimension to it.
As with the first piece, this one starts to veer off several paragraphs in, when we get a meditation on class:
Upper middle class: That’s how I’ve always thought of myself. Upper middle class is the class into which I was born, the class to which I was always told I belonged, and the class with which, until this moment, I’d never had a problem. Upper middle class is a sneaky designation, however. It’s a way of saying ‘I’m well-off’ without having to say ‘I’m rich,’ even if, by most standards, you are. Upper-middle-classness has allowed me to feel like I’m not only competing in the same financial league as most Americans—I’m winning! Playing in the middle class, I have enjoyed huge success.In this house, I now glimpsed the problem with upper-middle-classness: It isn’t really a class. It’s a space between classes. The space may once have been bridgeable, but lately it’s become a chasm. Middle-class people fantasize about travel upgrades; upper-class people can’t imagine life without a jet. Middle-class people help their children with their homework so they’ll have a chance of getting into Princeton; upper-class people buy Princeton a new building. Middle-class people have homes; upper-class people have monuments. A man struggling to hold on to the illusion that he is upper middle class has become like a character in a cartoon earthquake: He looks down and sees his feet being dragged ever farther apart by a quickly widening fissure. His legs stretch, then splay, and finally he plunges into the abyss.
We are starting to feel like we are listening in on a therapy session here. The logic is sufficiently convoluted that it seems to say more about Lewis than about social structure. But, taking a cue from our own therapist, we reserve judgment as Lewis explains that he decided to rent the mansion because it stood “on the more appealing side of the chasm.”
We do, however, object when Lewis tries to offer his story about paying $13,000 a month in rent as the key to understanding the housing crisis:
In all the public finger-pointing about the American real estate bust, surprisingly little attention has been paid to its origin. There’s obviously a long list of people and ideas that can share in the blame: ratings agencies, mortgage brokers, big Wall Street firms, small Wall Street firms, Angelo Mozilo, Alan Greenspan. Every few weeks, the New York Times runs a piece exposing some new way in which a big Wall Street firm has exploited some poor or middle-class family. The rich people on Wall Street blame their bosses. The brokers at Merrill Lynch blame Stan O’Neal; the traders at Bear Stearns blame Jimmy Cayne. Everyone blames Countrywide.





Let's see, there's the December issue, with a fantastic Michael Lewis cover story... no, not that... there's the November issue, maybe you haven't got around to reading that one yet... no, not that either... I know, why don't you critique the OCTOBER issue? Yes, great idea! Maybe you're going backwards, will you talk about the September issue next? At this rate you'll hit the debut issue some time around 2012, I think.
Posted by Felix Salmon on Tue 25 Nov 2008 at 04:15 PM
I think the SEC has some old reading it needs to catch upon. At least the analysts who follow and rate Toll Brothers stock.
Posted by dlamour on Wed 26 Nov 2008 at 02:52 AM
Just reading the sections she gives above and having read the various articles in the New York Times over the past 8-10 months about who was doing what to whom in both the Financial Sector with securitized CDO's etc and realtors talking low middle class adults into a mortgage that "We'll do it this way now and change it later" shows that very few people use common sense to make their decisions and the realtors had no ethics. Too many AMERICANS have been living too high on the hog and now don't know how to scrimp and save. I raised my son and covered my husbsand's bills 90% of the time through the 80's and 90's on teacher's substitute pay--about equal to 1.5 times minimum wage then. There were many times my son had to go without or had to get cheaper items rather than the most expensive as his classmates did. My husband seldom had new clothes unless the ones he wore were torn by overuse. He and I had learned a lot of ways to do without. He grew up in Harlem in the 30's and 40's with nothing and I followed my mother's methods of saving by scrimping and doing without. She got all four of use thriugh college and bought a new hiuse after we left. Now my son is able to get by and save since he learned before, though his college classmates bought $400K homes and are moaning now. I still have to scrimp since my pension is $100 more per month over the poverty level for family of 4. I wonder how many of those mentioned or those "financiers" on Wall Street would like to live on my pay???? I have no sympathy for any one who over built, over sold, etc. Those that bought the "bill of goods" beyond their income will be paying for it all of their lives and very few will forget what they should have known and done when they bought that #700K house. Many of them will rent but the others will be ones we all will be paying for through taxes and charities. everyone had to stop blaming others, clean up their own "houses" and work to get the town, state anbd country back into the "BLACK." Lower incomes, more work and community organizations are a start.
Posted by Patricia Wilson,San Jose Ca,USA on Wed 26 Nov 2008 at 02:59 PM
Hi Felix,
We respect your stuff, but I notice your comment addresses everything but the substance of the critique.
If it matters, we praised Lewis's other piece already. But I wonder if this is really the time for business press parlor games.
--Dean
Posted by Dean Starkman on Wed 26 Nov 2008 at 03:58 PM
*Everything* but the substance of the critique, Dean? I thought I addressed virtually nothing -- but thanks for the compliment, I guess!
As for business press parlor games, that's my job! And yours! If we lose our business press parlor games, the terrorists will have won!
Posted by Felix Salmon on Wed 26 Nov 2008 at 04:18 PM
What can I say? When you're right you're right. Happy Thanksgiving.
Posted by Dean Starkman on Wed 26 Nov 2008 at 05:09 PM
I thought that this piece was a good one, but I see Felix's point. This is an old issue, and to conclude that Portfolio "is not getting it," without even referencing later issues (with an excellent cover story by one of the same writers you criticize) strikes me as a bit odd, not to mention unfair.
Posted by George Tumassy on Thu 27 Nov 2008 at 10:42 AM
Who's to say Portfolio doesn't get it? Buy low-sell high, that's every businessman's creed. Buy high- sell low, that's every American citizens creed. Elinor, that should be the point of your criticism-not that Portfolio doesn't get it, but that the American buyer doesn't get it.
Posted by Jim on Sat 29 Nov 2008 at 09:56 AM
This all seems like small beer compared to what seems a far more important question: Was the biz press too caught up in housing-market boosterism to notice or care that the foundations of our entire economy were beginning to quake and crumble? I'm still not convinced that the press did anywhere near the job they should have exposing this thing. Sure it's easy to dig into Lexis-Nexis and pull out a few apocryphal clips showing this or that reporter was onto a piece of the mess. But no one took out a whole section to explain and point up the importance of credit swaps & CDO's, did they? If you knew a major hurricane was coming, wouldn't you do that? But this was far worse and far more important than a mere hurricane. Still, the first I'd heard that there were $62 trillion in credit default swaps outstanding (multiples of the entire equity market) was just a couple months ago. I will still think that this whole episode demonstrates the peril when the press gets too cozy with the powerful they purport to speak truth to and about. Where was the muckraking? Did I miss some fantastic, agenda-setting jourmalism? I don't think so! I'm open to being convinced otherwise. Until then, count me among those who sees a failure of imagination and a lack good old-fashioned skepticism (and not just the blustery fake kind many journalists wear as a kind of uniform) at the core of today's crisis in journalism.
Posted by Andrew H on Sun 30 Nov 2008 at 02:17 AM
you've got to be joking.
the business press is a total cosmic joke. every business magazine and every business cable outlet does the same thing: report around the edges and NEVER look at anything structural. EVER. after-the-fact navel-gazing is just pathetic if it doesn't get to the heart of why all of these supposed expert reporters and editors and publishers couldn't ever ask tough questions when things were "good" (an appellation that i think we can all agree did not in fact fit the circumstances of either the 90s or the aughts). the business press sucks the dick of business when it isn't kissing its ass. that's all it's good for.
basically, the only honest reporting in 90s business was on the fuckedcompany.com comment pages and in the last ten years on various websites. the rest of you were useless and should all retire to a monastery and ask yourselves why you wasted your life and fell down on your job: afflicting the comfortable and comforting the afflicted. somewhere doug henwood is laughing at idiots like felix salmon and his ilk--the left business observer may literally have been a rag, but doug was always right adn the rest of you were ALWAYS WRONG. now the rest of us are eating the crap that you couldn't smell under your noses. thanks.
Posted by robert green on Mon 1 Dec 2008 at 12:07 AM
As a person who subscribed to Portfolio thanks in part to the great work Mr. Salmon and company do online, I've got to tell you the magazine is a huge disappointment. Other than the Lewis piece, I can't recall any articles I've really wanted to read. Oddly enough I heard about the Lewis piece from friends and later blog links to the website...I received my print issue about two weeks after the story was already in wide distribution. Finally the graphic density (it looks like a big blob of gray type) makes the entire mag hard to read. The website is terrific. The magazine? I'm looking forward to returning to Fortune!
Posted by Stav on Mon 1 Dec 2008 at 02:29 PM