An Attempt at Quantifying Value

In Carroll v. Harris: Quantifying Value - Part II Mr. Fyfe claims to have found a way of assigning cardinal values to value. I believe he is mistaken.

The value of something is the maximum amount that a person would pay against a competing bidder of equal wealth under conditions of true and complete relevant beliefs.

What I would like to say to this is that we have no way of measuring this. People do not have equal wealth nor do they posses complete relevant beliefs. Nor is it clear that we could conduct any kind of auction for all of the things that people value. I'm tempted to write a scathing comment, but I think I should keep reading to make sure I'm not missing anything.