reason, motive or intention of an action
the real source of an action’s moral worth not its outcome or consequence.
subjectivity
the usefulness / experience of a particular pursuit of pleasure differs from person to person.
comparing pleasures
different people can’t compare whether their experience of pleasure is the same as someone else’s
most pleasurable things lack a common currency with other pleasurable things.
social engineering
best method of achieving utilitarianism but would involve diminishing human autonomy and freedom.