Rare for me please, especially when you are paying top dollar for a prime cut of meat. The prime cuts have a lower fat content, thus when you cook them, they dry out faster. Flavour is in the juices of the meat, not in the protein itself. You lose that when you go for well done, or even medium. If you have to have a well done steak, you may as well steer clear of the prime cuts and stick to pulled chucky etc, otherwise you're just wasting your money.