I think the difference they make between 'culture' versus 'rationality and logic' is very interesting. Although they talk about the issue as a challenge anthropologists dealt with in the past - it's very pervasive in modern academic culture. I have a hard time wrapping my head around how my culture/way of thinking about science has influenced how I perform and explain my research to others. It seems that what we consider 'hard science' needs to be wrapped into a larger set of cultural differences to be taken into account when having cross-cultural discussions.

I think this term sums up many of the cross-cultural problems engineers and stakeholders from different places have. 'Greater good' is a inherently vague and subjective term - Does it relate to economic, environmental, or social challenges or is it focused on asking the stakeholders/locals 'what they want'?