Avoid shame, but do not seek glory—nothing so expensive as glory.

The remark contrasts two social motivators: the prudent wish to avoid disgrace and the more perilous hunger for public acclaim. Smith suggests that while a basic regard for reputation can keep one from folly, the pursuit of “glory” tends to demand continual sacrifice—of money, time, independence, and even moral judgment—because fame must be won, displayed, and defended. Calling glory “expensive” implies hidden costs: vanity-driven overreach, performative virtue, and the pressure to maintain an image. The line fits Smith’s broader satirical moralism, urging a modest, practical ethics over theatrical ambition.