Ultimately what we ought to do is a matter of ethics. Ethics can be understood as the study of intrinsic reasons for action. A strategy gives instrumental reasons for action... But ethical reasons are intrinsic. They tell you what you ought to care about and to do, full stop.
Bentham is the father of utilitarianism, an ethical theory whose power lies in its simplicity. In utilitarianism there is but one ethical obligation: to maximize net aggregate welfare... modern versions of utilitarianism employ richer notions of welfare that include life goals beyond the mere experiencing of pleasure.
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