Higher education institutions are major concentrations of political, social, economic, intellectual and communicative resources. They reach freely across populations and cultures and connect to government, professions, industry and the arts. The neoliberal logic of markets has entered the realm of (higher) education. This leads to discourse on the benefits of education being positioned almost exclusively in terms of their effect on income. The perspective taken in the paper is the development of a happiness motive that asks education to challenge what it is to be a member of society: What moral and ontological stance one will seek to take in developing one's future? The satisfied student perpetuates the current lifeworld in which they find themselves, seeking to improve the quality of the services provided. It is proposed that an overly emphasised desire satisfaction culture inhibits the edifying mission of universities. This is not to argue against high-quality service provision but to differentiate it from the edifying role of personal challenge, determination and social responsibility, conceptualised here as profound happiness or contentment, and the university's role in its development. It calls for a different and more refreshing approach to higher education.