Munksogard is a housing community near the city of Roskilde, Denmark. In 2014, Munksogard's residents have agreed to change the existing heat supply system. The choice of future heat supply was narrowed to heat pumps, new biomass boilers and connection to nearby district heating network. The choice was additionally narrowed as a result of the voting at the general assembly. The present paper presents results from techno-economic energy system analysis, simple private-economic analysis and assessment of externalities related to the heat supply, compares them with the voting results and discusses the differences. The potential inconsistencies between economically rational solutions and choices of end-users are highlighted. The techno-economic energy system analysis is performed by TIMES-DK model, which optimizes over all sectors in Denmark until 2050. The connection to district heating proved to be optimal from the system perspective. A spreadsheet model has been developed to perform the private-economic analysis and the evaluation of externalities. New biomass boilers proved to be the cheapest from the private economic perspective; district heating came close. At the voting, heat pumps and biomass boilers received the most votes. One of these two solutions will be implemented. Why district heating received the least votes calls for detailed investigation. (C) 2016 Elsevier Ltd. All rights reserved.