You tagged this question with the tag "Maximum Likelihood". In maximum likelihood estimation you explicitly maximize an objective function (namely the likelihood). It just so happens that for an observation that we assume to be drawn from a Gaussian random variable, the likelihood function usually takes a nice form after you take a logarithm. Then there is usually a leading negation, encouraging the entrepreneurial optimizer to switch away from maximizing the objective to minimizing the negative of objective, or roughly the "cost". For discrete maximum likelihood estimation the "cost" also has another meaningful name since it takes the same form as the euclidean distance in the observation space.

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