In this paper I contrast “purpose-rationalists”, who tend to choose alternatives out of poor opportunity sets from the standpoint of expected utility, with “nonconsequentialists”, who tend to choose ones out of rich opportunity sets. “Welfare economists” insist the existence of “nonconsequentialists” preferring to choose extended alternatives with rich opportunity sets. According to my comprehension, that point is also supported from the viewpoints of ”nonconsequentialists' values”. So I will argue that a kind of heuristics (namely, a way of giving descriptions to “bundled rich opportunity sets”) is regulated by their values , in terms of agent relativity.