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Bernanke and the Pringles Problem
That's an important distinction, but not one that fills all the available space. My own brand of utilitarianism is not driven not by a fetish for happiness as some kind of free-floating source of goodness independent of the people who experience it, but by the simple fact of scarcity (or more broadly, trade-offs). Focusing on coordination allows us to think about the opportunities for Pareto improvements, which by all means we should. But sometimes we just can't arrange for Pareto improvements, even at very high levels of abstraction, so we are forced to make trade-offs that favor some people's interests while disfavoring others'. And that is exactly where I find non-utilitarian, or at least non-consequentialist, approaches unsatisfying.
The most important Manhatten Projects of the future will be vast government sponsored enquiries into what the politicians and participating scientists will call "The Problem of Happiness"--in other words, the problem of making people love their servitude.