Is pop the best kind of music? Is vanilla the most superior flavour for ice cream? Is white the most appropriate colour for a wall? Is wheat the best source of carbohydrate? You don't have to go very far before you find people who are happy to say 'yes' to each of these questions. They are the popular choices. They represent the natural, default position for most folk, most of the time. And there is absolutely nothing wrong with any of that. But this week, before making one key decision, you should at least appraise the alternatives.