Values evolved to help with decision-making, a key function for survival, therefore, one might expect that evolution optimized values across animals and people.  But if values are optimal, why are they not the same for different people?  Our research has been uncovering multiple reasons for the diversification of values.  Examples include adaptation to different bodies, social values, and “random” moments in life.  In addition, the computational properties of the brain’s reinforcement learning of values magnify their differences..