The optional wind deflector minimizes drafts and wind turbulence, eliminating wind chill and maximising comfort.

作为备选设备的挡风板也以有效的防止气流干扰，消除风冷，优化舒适度。

||1:Mr Diamond’s book is mostly a fascinating survey of a rapidly fading world.||2:Only when it tries to pose as a handbook for tribal living does it fall flat.||3:Comparing traditional strategies for maximising crop yields with modern ways of managing financial investments is more banal than original.||4:Our forebears have been around for a lot longer than we have; learning how they did so should be lesson enough.

||1:很大程度上来说，戴蒙德教授的新书是对快速消亡世界的一次引人入胜的探寻。||2:如果把这本书当成部落生活的手册，那么这本书就完全算不上好书。||3:把最大程度上提高收成的传统方法与现代金融投资管理方式相比是一种没有创意而且很迂腐的行为。||4:我们的祖先先于我们存在很久，弄明白他们是如何做到这一点就足够我们学一辈子的了。

The satellite maker SSTL, for example, argues one of its directors, Andrew Bradford, is largely about “changing the economics of space”. It has virtually invented the niche market for less expensive, smaller satellites, selling a lot to developing countries. And it works on science missions like Rosetta. Mr Byrne also argues that ADS has been successful partly because it has a good commercial business, making big satellites for customers like BSkyB, a broadcaster.|| The innovative technology developed for the government-funded science projects like Rosetta is transferable to business, maximising the return on the intellectual investment. For now, it looks like a stellar formula.||

||1:例如，安德鲁·布鲁德福（Andrew Bradford）主任认为，卫星制造商SSTL就致力于“改变航空业的经济状况”。||2:事实上SSTL也的确开拓出了针对价格相对低廉的小型卫星的缝隙市场，并成功向发展中国家大量出售。||3:此举在如罗塞塔号之类的科研任务中也有成效。||4:伯恩认为ADS获得成功主要归因于其优质的商业业务，如为英国天空广播公司（BSkyB）这类的客户生产大型人造卫星。||5:这类由政府资助的科研项目如罗塞塔号产生的创新技术可以商业化，并将智力投资的回报最大化。||6:到目前为止，这看上去是一个不错的营运公式。||

||1:You might expect the Skidelskys to make common cause with those economists who believe that maximising “happiness” should be the goal of public policy.||2:Not a bit of it.||3:What makes people happy, they argue, is not necessarily good.||4:They have little time for statistical measures of happiness—or the pursuit of any single metric.||5:That would imply that the elements of the good life could be traded off against each other, which they deny.||6:Nor do the Skidelskys ally themselves with environmentalists.||7:Greens reject growth because they believe it cannot be sustained without wrecking the planet.||8:But what if it can? Better, say the Skidelskys, to pursue the good life for its own sake.

||1:人们可能以为，斯科德尔斯基父子和那些认为公共政策目标应当是“幸福”最大化的经济学家属于同一阵营，其实不然。||2:斯氏父子认为，使人们感到幸福的事情，不一定都是好事。||3:他们在书中几乎没有讨论幸福的统计指标或度量标准问题。||4:那些统计指标意味着，良好生活的各种要素是可以互相替换的，而他们否认这种可替换性。||5:另外，斯氏父子也不赞成环境主义者的主张。||6:绿色运动倡导者们反对经济增长，因为他们认为，不毁掉地球，就不会有可持续的增长。||7:但是，持续的增长不一定以毁掉地球为代价。||8:斯氏父子认为，更重要的是探究良好生活本身的意义。

||1:You might expect the Skidelskys to make common cause with those economists who believe that maximising “happiness” should be the goal of public policy.||2:Not a bit of it.||3:What makes people happy, they argue, is not necessarily good.||4:They have little time for statistical measures of happiness—or the pursuit of any single metric.||5:That would imply that the elements of the good life could be traded off against each other, which they deny.||6:Nor do the Skidelskys ally themselves with environmentalists.||7:Greens reject growth because they believe it cannot be sustained without wrecking the planet.||8:But what if it can.||9:Better, say the Skidelskys, to pursue the good life for its own sake.

||1:一些经济学家认为公共政策的目标是将幸福最大化。||2:你或许会以为斯基德尔斯基父子会与这些经济学家有所合作。||3:那你们就想错了。||4:父子提出理由说明使人们幸福的事物并不一定是美好的事物。||5:他们没有时间进行数据统计衡量幸福，也没有时间衡量其他事物。||6:那说明生活的美好元素是可以相互平衡协调，对此父子两人不以肯定。||7:两人也没有与环保学家合作。||8:环保人士否定经济增长的意义，因为他们认为经济要持续增长就必须破坏地球。||9:但是如果不用破坏地球呢？斯基德尔斯基父子说，那最好只为生活而追求美好生活。

On January 3rd Patagonia was anything but slow in becoming the first firm to take advantage of a new California law designed to give businesses greater freedom to pursue strategies which they believe benefit society as a whole rather than having to concentrate on maximising profits for the next financial quarter.

1月3日，巴塔哥尼亚的表现一点都不慢：它成为了第一家响应加利福尼亚州新法出台的公司。加州新法给予了公司更大的自由度去达成其认为可造福全社会的战略目标，而非必须专注于如何在下一财季中将盈利最大化。

“The focus on maximising shareholder value causes some students to minimise other important codes of behaviour, ” he says.

“对股东价值最大化的关注，让一些学生将其它重要行为准则最小化。”

“Satisficing” , in social-science jargon, is the sensibly shod alternative to maximising .

“满意选择（Satisficing）”，在社会科学术语中表示选择最大号的鞋子。

A ’maximising ’ strategy leaves us less satisfied

“最大化”策略让我们更少满足

One legacy of the 1997-98 Asian crisis is that firms now focus on making money rather than maximising market share or assets.

1997-1998年亚洲金融危机的一个赠物就是公司现在注重于赚钱，而不是扩大市场份额或增加资产。

But the other fund could invest in higher risk assets, aimed at maximising returns.

不过，另外一项基金可能要投资于风险更高的资产，目标是将收益最大化。

The agents were more interested in maximising fee income than in protecting the interests of bondholders.

代理人更感兴趣的是手续费收入最大化，而非保护债券持有者的利益。

When people choose material purchases they tend to use a strategy psychologists call ’maximising ’.

当人们选择购买物品时，他们倾向于采用被心理学家称作“最大化”的策略。

Third: deploy the public sector to invigorate local economies by maximising the multiplier effect of public services.

第三：尽可能扩大公共服务的倍乘效应，利用公共部门提振地方经济。

Gentzkow was also able to make an educated guess at what the profit-maximising price would have been for online access.

对于在线内容的收费达到什么水平时才能使利润最大化，根茨科还做出了一个有根据的假设。

Then as now, they hoped to minimise the services while maximising the revenues.

和现在一样，他们希望将服务最少化，收入最大化。

Mr Gygax disliked that, worrying that the focus was shifting to mathematical questions of maximising players’ power.

吉盖克斯不喜欢这样的改动，担忧游戏的重心已转移到了把玩家的能力最大化的数学问题上了。

Even the much-maligned figure of rational economic man, maximising his utility, is less an article of faith than an excuse to use calculus.

即便颇受中伤的理性经济人物将自己的作用最大化，与其说是一个信条还不说是使用微积分的理由。

Rupert’s undeniable passion for media, and for newspapers in particular, is sometimes at odds with maximising shareholder returns.

老默多克对传媒（尤其是报纸）热情十足，有时会与实现股东回报最大化发生冲突。

It is already failing one of its two mandates: maximising employment.

美联储已未能完成其两项使命之一：就业最大化。

There’s a great opportunity there . . . we’re not maximising it but we’re doing better.

那里有巨大的机遇……没有引起我们最高程度的重视，但我们正在做得更好。

Yet, in terms of maximising the value of an MBA, when you graduate can be just as important.

然而，就MBA价值最大化而言，何时毕业可能同样重要。

Mr Sen wants to humanise canons of “maximising ” rationality; behavioural economists, much in fashion, aim to ditch them altogether.

桑希望给最高合理性准则添些人情味，而行为经济学家们，他们观点颇符合时下潮流，却宁可把它们一股脑儿地丢掉。

With any compound, the task is to minimise harm while maximising the freedom to choose.

使用某种化合物，任务就是将危害最小化，将选择的自由最大化。

Although currency markets are liquid and transparent, many participants (such as central banks) are not “profit-maximising” .

虽然货币市场处在流动中并且透明，许多参与者（比如中央银行）并不是“利润最大化”。

Although maximising seems the better strategy, paradoxically it leaves people less satisfied than settling (sorry ’satisficing’, ugh).

虽然最大化似乎是更好的策略，但矛盾的是，相对于将就（抱歉“追求最低要求的满意结果”，啊呸~），它给人们带来更少的满足感。

All this points to the optimal gift-giving strategy: you need to minimise the deadweight loss while maximising the sentimental value.

所有这些都指向了最优送礼策略：你需要将无谓损失最小化，同时将情感价值最大化。

They build businesses by developing trust with customers, rather than maximising the return from transactions.

它们的业务立足点是建立客户信任关系，而不是谋求交易回报率的最大化。

It’s got the infrastructure, it’s got the gas, it’s well developed, so, in terms maximising the value of its gas, it is pretty well placed.

它有基础设施、有天然气，且高度发达，因此，就最大化天然气的价值而言，它处于颇为有利的地位。

How can I overcome my hang-up and become a maximising consumer?

我怎么解决这个难题，并成为一位价值最大化的消费者？