Academics and policy makers in several countries have been advocating for measures of utility and happiness to replace income as indicators of development, and the paternalism that has dominated behavioural public policy to date is justified in that people often fail to choose in accordance with their own well-being. Yet the notion of utility has a somewhat confused history, meaning different things to different people at different times. Hume, for instance, aligned utility with public usefulness, Bentham with pleasure and pain, and Mill and modern welfare economists with pretty much anything. A possible reason why there are many different meanings attached to the concept of utility is because many people, much of the time, are not driven to maximise utility at all. That is, the pursuit of utility does not drive desires, but rather desires are antecedent. Moreover, desires are multifarious and vary across people. The policy maker’s role over the private realm of individual decision-making should not therefore be to strive to maximise utility, but rather to put in place conditions that facilitate people in the pursuit of their own conception of a desired life.