Suppose you are in the business of making charity recommendations to others. You have found two good charities which you might recommend: 1) Help Ugly Children, and 2) Help Cute Children. It turns out ugly children are twice as easy to help, so 1) is the more effective place to send your money.
You are about to recommend HUC when it occurs to you that if you ask other people to help ugly children, some large fraction will probably ignore your advice, conclude that this effectiveness road leads to madness, and continue to support 3) Entertain Affluent Adults, which you believe is much less effective than HUC or HCC. On the other hand, if you recommend Help Cute Children, you think everyone will take it up with passion, and much more good will be done directly as a result.
What do you recommend?