Context-awareness relates to personalisation and requires the selection of potential recipients for targeted service provision. Selection requires a decision, therefore context-aware systems are decision-support systems. In the ‘real-world’ humans try to reach ‘rational decisions’ by applying ‘wisdom’, in this paper we propose an approach which applies ‘rational decision-support’ in context-aware systems. We argue that the proposed approach represents a significant development in the implementation of decision-support in context-aware systems.