Both founders and entrepreneurial employees prefer to build something from the ground up rather than join an existing company.
For example, they have to put up with speculation about their private life - something they prefer not to discuss.
The conservative impulse is to prefer do-nothing government to do-something-dumb government.
What's more, that loaner will be a top-of-the-line Model S regardless of the car you turn in (there's a fleet of 85 to start with, each with valet service to your location), and customers in "most markets" can also opt to get a Tesla Roadster as a loaner if they'd prefer to try out something sportier.
But the popularity of Tumblr and Twitter has shown that, when it comes to creating content, many writers prefer simplicity and built-in sharing to something more flexible but harder to master.
FORBES: Glam Media Reinvents Itself for the Social Platform Era
If parents prefer to molly-coddle their children with junk food it surely has something to do with their unwillingness to be more responsibly austere with their own diets.
The Japanese, too, are concerned at the rise in the yen, something they would prefer to avoid.
Almost by definition, waste is something that most people prefer not to think too much about.
Whether that can really make the difference in disarming Iraq is something he would evidently prefer council members to decide for themselves.
Many Arabs with liberal leanings, for instance, quietly prefer authoritarian rule to the unknown quality of a supposedly democratic Islamic state, something which Mr Diamond, in a recent essay, reckons that some 40-45% of the people in four Arab countries seem to wish for.
Some travelers, having had enough of tried-and-true trips to amusement parks and other well-traveled spots, say they prefer something off the beaten path.
Or would you prefer to be represented by a Tony Blair or a George Bush, or something much worse, like a Chirac or like Schroeder?
Souter's decision came as something of a surprise, although he has long been known to prefer the quiet of his New Hampshire farmhouse to the bustle of the nation's capital.
Meltwater runs something very much akin to Google Alerts, or a clippings service if you prefer.
FORBES: AP Beats Meltwater: And What It Means For Google News
We'd still prefer something like Cingular's FastForward cradle, which forwards calls in the opposite direction, from cellphone to landline.
ENGADGET: Device lets UK cellphone customers forward calls on the cheap
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