Olay or Lever 2000? Has anybody agonized over this question? I did that today.. For 15 precious minutes. It's really not worth it. A soap is a soap is a soap afterall. But Urmila (that's the wife thing) asked me that anyways. Not wanting to completely piss her off by offering a 'whatever' (I had already 'whatever'ed three of her previous questions), I picked one. OK, so where's the agony? Well, the two soaps were equal, but maybe the two manufacturers are not. Why would I randomly choose one over the other? It would have been good to know which one of them echoes my values better, be they charity, environmental concern or whatever (oops, there's that word again!)

And so my quest to build such a database. It will have 'goodwill' scores for various values that are important for society. The big question is how to build this database? I have no freaking idea! And another big question is 'who will do it'? The simple answer is 'people'. Don't know which people. I don't know where they are. I hope the collective wisdom of the society will provide some answers. Until then, I will keep plugging as time permits. All comments welcome (except 'whatever')