Gestrich's response to "What is Public Archaeology?" (Moshenska, 2009) and the subsequent discussion raise a number of important points. These and the more general critique that they represent include many valid and constructive criticisms as well as some useful original ideas. While Gestrich's argument to some extent misinterprets some fundamental aspects of the original debate, these points of friction are themselves illuminating and productive, and invite a review of the commodity model of archaeology proposed in the original article.
Our aim in this brief response is to review the commodity model of archaeology and public archaeology (Moshenska, 2009) in light of Gestrich's comments, focusing in particular on the concept of the commodity and the importance of an ethical perspective in economics. Following this, we consider alternative approaches to value in archaeological heritage, specifically the strategic and ethical dimensions of arguments based on inherent rather than instrumental values, and the uses of rhetoric derived from the environmental movement.