 In many cases, fitness in cultural evolutionary interpretations of evolutionary game theoretic models directly measures some objective quantity of which it can be safely assumed that (1) individuals always want more rather than less and (2) interpersonal comparisons are meaningful. Depending on the particular problem modeled, money, slices of cake, or amount of land would be appropriate cultural evolutionary interpretations of fitness. Requiring that fitness in cultural evolutionary game theoretic models conform to this interpretative constraint severely limits the kinds of problems that one can address. A more useful cultural evolutionary framework would provide a more general theory which did not require that individual fitness be a linear (or strictly increasing) function of the amount of some real quantity, like amount of food.