In decisions of this kind, the search process is highly recursive. We adapt our preferences on the basis of what we find. We may think we want a garden flat in Fulham but once shown a penthouse in Rotherhithe we revisit our assumptions. A good salesman may know you better than you know yourself.

Most institutions should NOT have values. Morals are for us.

The moral is for the individual. Otherwise you get legislated moral uniformity, you get the imposition of a moral code, you get inquisition, you get burning.