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So you are saying that the competition wouldn't be any fun if everyone believed that one particular team winning was the only acceptable outcome - it would defeat the purpose of the competition (fun) and devalue it to the point that there would no longer be any difference in utility anyway. That's basically the categorical imperative (if everyone broke their promises, there would be no such thing as promising, so the whole concept breaks down and so the rule makes no sense) Is that what you are getting at?
The problem is that not everyone does believe that Brazil should win. So I don't think we have a good solution for an individual utilitarian reasoner in a world in which most people do not think the same way.
Now that you mention I too think that it is an instance of categorical imperative. However I think the categorical imperative is an analytical tool for primarily individuals for comparing policies based on different kinds of individual behavior.
And yes essentially I am saying what you wrote in your previous comment, but perhaps I'm concentrated on the qualities that could be seen being of utility on the general level, like having honest tournaments and competitions. And I tried to sort of link them to an example of something that would be of utility on th... (read more)