The main protagonist, Godwin Peak, is a star student at Whitelaw College, which he won a scholarship to attend. He wins many academic prizes and his future seems promising. Then his Cockney uncle arrives intending to open an eating-house adjacent to the college. Godwin is mortified of being associated with 'trade' and leaves the college rather than face the scorn he expects to receive from his upper-class fellow students. This is indicative of his social aspirations (upwards) and snobbery (downwards).