Rule-consequentialism was not clearly formulated until Urmson 1953 and Brandt 1959. The theory attracted considerable attention until the early 1970s. Since the early 1970s, however, most moral philosophers have thought of rule-consequentialism as fatally impaled on one or the other horn of the following dilemma: Either rule-consequentialism collapses into practical equivalence with the simpler act-consequentialism, or rule-consequentialism is incoherent.