Applied recommender systems research is in a curious position. While there is a very rigorous protocol for measuring performance by A/B testing, best practice for finding a `B' to test does not explicitly target performance but rather targets a proxy measure. The success or failure of a given A/B test then depends entirely on if the proposed proxy is better correlated to performance than the previous proxy. No principle exists to identify if one proxy is better than another offline, leaving the practitioners shooting in the dark. The purpose of this position paper is to question this anti-Utopian thinking and argue that a non-standard use of the deep learning stacks actually has the potential to unlock reward optimizing recommendation.

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