The basic idea of EA is the same many people have (especially those not used to the idea of nonlinear orders): quantifying everything, even "goodness" or "utility".

Not everything is quantifiable, and even more, not any family of things (investments, in this case) admits a linear ordering (they may even not admit a total order).

There can be incomparable outcomes from actions, and they may be maximal in their suborder.

This is difficult until you stop measuring everything and dedicate a minute to think of ordered trees.