The Duke University Fuqua School decision scientist Ralph Keeney is primarily responsible for a generation of practitioners like myself who learned how to make the analytical framework known as multiattribute utility theory (or many other sobriquets) a practical tool for environmental policy analysis. One of Keeney's maxims was that the approach, being based in the multiple "values" (costs and benefits) of the problem, avoided the pernicious "alternative-based" thinking of most agencies and individuals. For example, at most public meetings on any environmental problems, the average person or decsion-maker will have several ideas of "what to do" without being able to clearly characterize who benefits and loses by them at what costs and through what tradeoffs. I noticed that the standard Environmental Impact Report process, codified in California, for example, through CEPA (CA Environmental Quality Act) did this in spades. Armed with the tools Keeney made popular among the cognoscenti, such as methods for developing one-of-a-kind measurement scales and costing out all kinds of outcomes, it was easy to see where in the EIR process engineers completely confounded technical and policy judgments. This presentation presents an alternative approach for a huge land use project by Stanford University.