How we cite our quotes: (Book.Chapter.Bekker #s); all Bekker line numbers are approximate, since they are keyed to the original Greek.
Quote #1
The refined and active, on the other hand, choose honor, for this is pretty much the end of the political life. But it seems to be more superficial than what is being sought, for honor seems to reside more with those who bestow it than with him who receives it; and we divine that the good is something of one's own and a thing not easily taken away. (1.5.1095b22-27)
In trying to get at the ultimate good that makes us happy, Aristotle considers honor. It seems like a good choice: we all love to be publicly recognized for the good things we do. But honor, like so many other good things, rests in the hands of the community (who judge who deserves merit) and not within ourselves. And things that are entirely out of our control can't be the ultimate good—since it depends on the whims of those who might not even be virtuous.
Quote #2
[...] to us it is clear, on the basis of what has been said, that happiness belongs among the things that are honored and complete. This seems to be the case also on account of its being a principle: it is for the sake of this that we all do everything else, and we posit the principle and the cause of the good things as being something honorable and divine. (1.12.1102a1-4)
Aristotle helps us to understand the origin of the term "principle" by speaking of happiness. The Greek word for principle is "archē" which can simply mean the origin or beginning of something. It also means "first principle," the thing that starts a process in motion and governs the character of something. Aristotle speaks of happiness as principle in both ways: the governing good that shapes our actions, and the motivator of all virtuous actions.
Quote #3
Virtue too is defined in accord with this distinction, for we say that some of the virtues are intellectual, others moral: wisdom, comprehension, and prudence being intellectual, liberality and moderation being moral. For in speaking about someone's character, we do not say that he is wise or comprehending but that he is gentle or moderate. (1.13.1103a4-8)
Aristotle does us a favor by spelling out the moral and intellectual virtues that he'll discuss in detail in this work. Note that Aristotle identifies all the virtues as "praiseworthy" characteristics—a basic definition that he'll return to repeatedly as he susses out what things are truly virtues and what are simply attributes.