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Optimizing a Number
There's two different things going on here that are both interesting and important, but worth teasing apart a little bit. Utilitarian say there is a number called the expected future utility of your actions; over the space of all possible actions, we would like to maximize that number. But other moral strategies don't seem that way. In a deontological strategy, your idea is to follow certain rules, not to calculate a certain number and optimize it. And in a virtue ethics strategy, your goal is to be virtuous in certain ways, again, rather than adding up a number.