 In traditional game theory, a strategy’s fitness was measured by the expected utility it had for the individual in question. Yet evolutionary game theory seeks to describe individuals of limited rationality (commonly known as “boundedly rational” individuals), and the utility theory employed in traditional game theory assumes highly rational individuals. Consequently, the utility theory used in traditional game theory cannot simply be carried over to evolutionary game theory. One must develop an alternate theory of utility/fitness, one compatible with the bounded rationality of individuals, that is sufficient to define a utility measure adequate for the application of evolutionary game theory to cultural evolution.