“…We can, however, measure a number attached to utility, but only if there exists an equivalency between optimal behavior, utility maximizing behavior, and mathematical optimization, naturally fostering a discussion about the degree to which optimal behavior is representative of actual human behavior. While there have been many attempts over the years to augment expected utility theory by removing or altering various axioms (Rényi, 1955;Aumann, 1962;Dubins, 1975;Giles, 1976;Giron and Rios, 1980;Fishburn, 1982;Blume et al, 1991;Galaabaatar and Karni, 2013;Zaffalon and Miranda, 2017), all of these alternative approaches to expected/subjective utility theory rely on a general axiomatic foundation for utility nonetheless, either directly or by approximation (i.e., lexicographic preferences/ordering). This paper, far from criticizing the work of von Neumann and Morgenstern (1947), Savage (1972) and others, will, however, try to take a different approach to the concept of optimal behavior.…”