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This article explores the tensions between ideals about sociology (and what it ought to be) transmitted during university socialization and the everyday working activities among Argentinean sociologists. It focuses on an extreme case: that of the graduates who, lacking the opportunity or the desire to join the professoriate, became market researchers. The case is extreme because while university training provided these individuals with a set of methodological and analytical skills that proved to be useful (and profitable) when studying consumers and markets, it also encouraged a critical, world-rejecting, view of the discipline which was at odds with their professional activities. Not surprisingly, they encountered a distressing moral puzzle: were they betraying sociology's progressive values, values to which they were seriously committed? Building on E. Hughes' concept of "dirty work", this paper examines how these individuals navigated an occupation that was, at least initially, seen as morally objectionable, and the ways by which they came to imbue it with new and edifying "sociological" value. This article is based on interviews with sociologists working in market research and a socio-historical account of the School of Sociology at the University of Buenos Aires, the nation's most important program, where all our interviewees were trained. This study has implications for understanding situations in which actual professional practices are in sharp contrast with the ideals presented during university socialization, and the identity repair processes that university-trained workers undertake when dealing with deviant careers. [ABSTRACT FROM AUTHOR]