 A third strategy advocated by orthodox Bayesian decision theory, says we should always choose to directly maximize expected utility. To do so under conditions of uncertainty of outcomes, the degree of uncertainty should be factored into one’s utility function, with probability estimates assigned to alternatives based on the limited knowledge that one has. Given these subjective estimates of probability incorporated into one’s utility function, one can always choose the alternative that maximizes expected utility. Since it simplifies matters to apply the same rule of choice to all decisions this is a highly attractive idea, so long as one can accept that it is always safe to assume that that the maximization of expected utility leads over time to maximizing actual utility.