 The utility function becomes a mere representation of coherent preferences and expected utility maximization can no longer be interpreted as optimizing the consequences of one's actions.The term “utility” is misleading and should be replaced by “subjective valuation.” The deontological character of structural rationality is compatible with using the conceptual framework of decision theory.This may come as a surprise, but is only due to a logically stringent interpretation of the utility theorem and other theorems of decision and game theory.