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Irresistibly attracted to Newton’s successes, they sought similar scientific certainties in human affairs. Bentham’s “greatest happiness of the greatest number” principle needed a calculable kind of happiness. So he set about reducing its complexity, declaring that happiness and pleasure were both forms of utility and putting them, along with 54 synonyms for pleasure, all on the same footing, in his utility bucket. This stew of slippery synonyms is the source of Kahneman’s confusion and science’s puzzling progress. - blogs.scientificamerican.com