An example shows that 'pairwise preferences' (certain hypothetical choices) can cycle even when rational. General considerations entail that preferences tout court (certain relations of actual valuations) cannot cycle. A world-bayesian theory is explained that accommodates these two kinds of preference, and a theory for rational actions that would have them maximize and be objects of ratifiable choices. It is observed that choices can be unratifiable either because of troublesome credences or because of troublesome preferences. An appendix comments on a third (...) way in which efforts to maximize can be frustrated. (shrink)