A common form of comparativism is optimization. According to optimization, the fact that an alternative is at least as good as the other alternatives is what justifies its choice. Consequently, if two alternatives are incomparable no justified choice can be made between them. Another line of response, one from within the economics literature, has been to distinguish between “optimization” and “maximization” as theories of justified choice (Sen 1997, 746; Sen 2000, 486). The theory of maximizatio