Penn and Teller once had a show about “What is the best?” Engineers know that’s not a complete question. Think about a car. What makes the “best” car? It depends on why you want a car. For a race car driver, it might be that speed is the most important factor. A mom might value safety. Someone who commutes four hours a day might like a car that’s comfortable. A teenager wants something affordable.

If you think about it, though, it is even more complicated than that. For example, just about everyone wants a car that is safe. Reliability is pretty important, too. So the reality is, most people want a car that has multiple attributes. Worse still, they sometimes conflict; making one better will make some other ones worse. Mom wants a safe car, but not one that takes half a day to drive to the corner market. Nor does she want to pay a half million dollars for a safe car.

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