This paper is grounded in a rancorous debate in built-heritage studies concerning heritage policies and the disputes associated with them. Despite the seeming dominance of architectural considerations in decision-making about heritage protection, factual evidence from previous studies shows that not one, but five factors are involved, in differing doses, in the decisions made by planning bodies: architecture and design, city-planning, social considerations, economics, and property-related considerations. This paper categorizes each of these elements and frames them in a new conceptual framework. . The framework analyses the five factors from the perspectives of two prisms: support or opposition to heritage protection policies. Through a prominent case-example of Tel Aviv's conservation plan, we then demonstrate that the new conceptual framework can be utilized to better understand the multifaceted debates - overt or covert - surrounding heritage protection. The case study and the conceptual framework suggest that although urban form and design issues are quite dominant, other non-physical considerations shape the dynamics of conflicts, practices, and policies surrounding heritage protection.