You can't optimize something if you don't have an objective function. Not everything that's measurable matters and not everything that matters is measurable. There are some things that you can only take an assessment of in a qualitative way. Some of them require what I'm calling a name, Hillary Austin referred to an appreciation of qualities. We're very good at manipulation of quantities. What makes that taste better than that taste? Why does that wine more pleasing than that others? That is about qualitative assessments.

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