They are open about their preference for making cuts to the NHS and aid rather than to the armed forces and prisons.
However, unlike George Gilder, who makes no bones about his preference for talking technology applications over stocks, Murphy has actually expanded his letter business into a money management operation.
The Food and Drug Administration has been emphatic about its preference for centralized cardiograph monitoring, and drug and biotech companies, in effect, are forced to utilize this technology to streamline new drug approvals.
At the same time, civil society needs to be made more aware of the tremendous change they can bring about by encouraging a preference for responsible companies.
Mr Brown has already shown a striking preference for talking about education rather than health care.
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Asked about Mr Obama's preference, Mr Cameron said he would rather not "deal in too strict timetables" but wanted to get on with bringing "some stability" in Afghanistan so its people could run their own country and troops could come home.
Asked about the stock exchange wars, respondents showed a clear preference for the NASDAQ.
In other situations, the decision about how to reach a particular destination may depend on personal preference, such as the traveler who chooses to take the train to work instead of a car.
"Quiet enough that he can get to sleep by about 9:30 every night or so, as is his preference, " Herman says.
In Mundell's writings about a one-world currency, there's a strong preference for a Greenspan-style monetary policy, where price stability is the only goal.
When Mr Erbakan consulted deputies about who should next lead the movement, 80% expressed a preference for Recep Tayyip Erdogan, the mayor of Istanbul.
Mr Crawford says the SNP will now be scrutinising the local election data, trying to work out where people's second preference votes went and whether they can persuade Labour voters to think about supporting independence.
The profiles can be set up on device or on the Netflix site, with toggles for a preference to its Just for Kids menu UI, as well as asking a bit about your preferred movies to seed initial recommendations.
About three-quarters of the government's investment announced this week will be in the form of preference shares.
Just as users seemed to be showing a preference for smaller tablets, Amazon is giving them a bigger one - so what does that say about where the market is heading?
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