To understand this point, think back to the step-by-step process of finding the choice with highest total utility

by comparing the marginal utility you gain and lose from different choices along the budget constraint. As José

compares each choice along his budget constraint to the previous choice, what matters is not the specific

numbers that he places on his utility—or whether he uses any numbers at all—but only that he personally can

identify which choices he prefers.

In this way, the step-by-step process of choosing the highest level of utility resembles rather closely how many

people make consumption decisions. We think about what will make us the happiest. We think about what

things cost. We think about buying a little more of one item and giving up a little of something else. We choose

what provides us with the greatest level of satisfaction. The vocabulary of comparing the points along a budget
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