  Bentham then notes that people are prone to use their physical antipathy as a pretext to transition to moral antipathy, and the attending desire to punish the persons who offend their taste. This is illegitimate on his view for a variety of reasons, one of which is that to punish a person for violations of taste, or on the basis of prejudice, would result in runaway punishments, “…one should never know where to stop…” The prejudice in question can be dealt with by showing it “to be ill-grounded”. This reduces the antipathy to the act in question. This demonstrates an optimism in Bentham. If a pain can be demonstrated to be based on false beliefs then he believes that it can be altered or at the very least ‘assuaged and reduced’. This is distinct from the view that a pain or pleasure based on a false belief should be discounted. Bentham does not believe the latter. Thus Bentham's hedonism is a very straightforward hedonism. The one intrinsic good is pleasure, the bad is pain. We are to promote pleasure and act to reduce pain. When called upon to make a moral decision one measures an action's value with respect to pleasure and pain according to the following: intensity (how strong the pleasure or pain is), duration (how long it lasts), certainty (how likely the pleasure or pain is to be the result of the action), proximity (how close the sensation will be to performance of the action), fecundity (how likely it is to lead to further pleasures or pains), purity (how much intermixture there is with the other sensation). One also considers extent — the number of people affected by the action.