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In Issue 11.2, Nicol and Coen (2003) argue for developing a cost-benefit analysis model for learning technology. However, there are three substantive issues with this approach. First, it is problematic because it involves comparing different things; second, because by understanding the purpose of the analysis, it may be possible to justify the necessary simplifications for special cases and limited applications while being explicit about the limitations; and third (and conversely), this can expose errors and omissions in the analysis even after accepting its general principles.