Bernard Williams

In one, and the most obvious, way, direct utilitarianism is the paradigm of utilitarianism—it seems, in its blunt insistence on maximizing utility and its refusal to fall back on rules and so forth, of all utilitarian doctrines the most faithful to the spirit of utilitarianism, and to its demand for rational, decidable, empirically based, and unmysterious set of values.

Bernard Williams, ‘A Critique of Utilitarianism’, in J. J. C. Smart and Bernard Williams, Utilitarianism For and Against, Cambridge, 1973, p. 19