For consequentialists, of course, the imperative to imagine the consequences of living in a world in which everyone would act as you choose to act leads to the conclusion that some practices are utterly untenable, not because they are irrational, but because they inflict consequential damage that is unwanted. In both cases, I would suggest, a potential action is figured as hypothetically reciprocal: one's own act comes back in the imagined form of another's act; another might act on me as I would act on the other, and the consequences are unacceptable because of those damaging consequences.