He notes that folks have different goals and are willing to accept different risks for different rewards. I'll quibble with one contention though:
For the individual, life is made up of many parts - wealth, health, sex, love, music, sport, food and so on - of which health is but one. The British Medical Association is naturally preoccupied with health. This is hardly surprising, and is as it should be. Equally, economists are preoccupied with wealth, the Football Association is preoccupied with sport and Cosmopolitan magazine is preoccupied with sex.But economists aren't preoccupied with wealth. We're preoccupied with utility. And we view individuals as the best judges of their own utility. So where the BMA may be healthists, economists are hardly wealthists. Otherwise, we'd bemoan the labour-leisure tradeoff rather than just derive labour supply functions.
Every important aspect of our lives has its experts, advocates and specialists. They are so attached to their own aspect of life that they lose sight of the other priorities people have. They get tunnel vision.