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Correct me if I'm wrong, please. Doesn't any sufficiently-complex non-linear optimization problem degenerate into heuristic trial and error? There's a progression of better and better solutions. With the unpredictability of the real world, and the low number of trials they'll get (this is their second HQ), I wonder greatly what they've got going on.

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I studied some of this stuff at one point and have been involved in evaluations of different system architectures and the like as an analyst. You can assign weights, impute values to qualitative variables, define "must haves," etc. to create a somewhat quantitative analytical framework. This has the virtue of at least being consistent and ostensibly objective.

But once you get beyond the tax breaks and the cost of living and whatever decisions Amazon has probably already made about geographical dispersion, it will probably come down to Bezos making a call. This isn't siting a new Marriott hotel or a distribution center.

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