My final week discussing Dix 2010 [1] which I covered last week, and the week before that too. Now lets: imagine you have a group of children and want to give them lunch. In the UK you might well choose baked beans. Not the most exciting choice, but few children actively dislike baked beans; they are acceptable to everyone. However, give each of those children a euro (or maybe two) in a sweet shop … they will all come away with a different chocolate bar, the chocolate bar that is ‘OK’ for everyone gets chosen by none.