"Virtue has its own reward, but no sale at the box office"

Mae West’s clever observation highlights the disconnect between moral rectitude and widespread public appeal, especially in the realm of popular entertainment. Her quip suggests that virtue, or upstanding and morally commendable behavior, brings satisfaction or benefit to those who practice it; however, it does not typically attract mass audiences or commercial success. The "box office" here stands as a symbol for public approval, commercial gain, or sensational popularity, metrics by which success in the entertainment industry and, more broadly, in society, is often measured.

Underlying the statement is a wry criticism of societal values and appetites. Stories and individuals that personify pure virtue are often overshadowed in popular culture by tales filled with scandal, vice, conflict, or controversy. Human nature gravitates toward drama and spectacle, drawn more to tales of moral ambiguity, struggle, and mischief than to those simply showcasing goodness for its own sake. As a result, movies, plays, and novels centered solely on virtuous protagonists often fail to capture the audience’s fascination or generate significant profit.

There's also an element of cynicism in the observation, hinting that society might not truly celebrate virtue as loudly as it claims to. While society outwardly venerates moral behavior, the admiration is often tepid or perfunctory; the real applause, and the dollars, go to those who break rules, who ignite curiosity, or challenge norms. West, with her trademark wit, implies that those who choose to be virtuous must find satisfaction internally, without expectation of external rewards, praise, or recognition.

Additionally, the remark subtly acknowledges the complexity of human motivations and the difficulty of living virtuously when temptations of glory, fame, and material gain are so compelling. Ultimately, her words serve as a humorous, yet pointed, reminder of the unglamorous nature of virtue in a marketplace obsessed with spectacle and sensation.