1) Better is Bigger
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Kelly doesn't "assume" this. It calculates the optimal bet sizing for optimal growth given that you can keep making the same bet repeatedly. The implication that you should bet more with a more linear utility/happiness function is incorrect if you intend to keep gambling.
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You misunderstand Kelly.
Kelly _is_ definited by maximizing EV of log wealth.
The other thing you claim is what follows from Kelly in some very specific circumstances and not others.
en.wikipedia.org/wiki/Kelly_cri

