Just learnt a great new acronym today 'HiPPO' - Highest Paid Person's Opinion.
Never been more apt than when you're doing an optimization exercise on your website
and the 'HiPPO' blows your proposed new design out of the water because they dont like it based upon purely subjective thinking.
Found this on Dave Chaffney's site in an interview with Avinash Kaushik, author of Web Analytics - An Hour A Day.
