From Jim Stasheff's Homotopy Associativity of H-spaces I, the magisterial-sounding
To study spaces which admit $A_n$-structures, we can work directly with the maps…. In the case of a topological group, this amounts to working only with the classifying bundle and never mentioning group operations. This would be an exercise in rectitude of thought of which it would be pointless to countenance the austerity, for not only would it eliminate a useful perspective on the subject, but, by disguising its own main point, it would place the reader beneath a cloud of unknowing.
Note 1: this is partly a subtle dig at Claude Chevalley's Fundamental Concepts of Algebra, whose preface ends, "Secondly, that one of the important pedagogical problems which a teacher of beginners in mathematics has to solve is to impart to his students the technique of rigorous mathematical reasoning; this is an exercise in rectitude of thought, of which it would be futile to disguise the austerity."
Note 2: Stasheff is exhibiting his awareness of religious literature (The Cloud of UnknowingThe Cloud of Unknowing is a 14th century work of Christian mysticism, written in Middle English).