These days, the idea of optimizing comes up everywhere. We personally optimize our time, our retirement portfolio, our route to work, our diets, our energy use at home, and a host of other things. In the business world, we are no less prolific, optimizing work processes, supply chains, processes, flow-sheets, energy use, control performance, turnaround schedules and more. So when we suggest that technology decisions also have an optimum outcome, are you really surprised?