Normative cognition seems rather important, even ineliminable. Communities that lack normative concepts like SHOULD, IS A REASON TO, JUSTIFIES, etc. seem cognitively handicapped and communicatively muzzled. And yet a popular metaethic, normative naturalism, has a hard time accommodating this felt ineliminability. Here, I press the argument against normative naturalism, consider some replies on behalf of normative naturalists, and suggest that a version of sophisticated subjectivism does the best job preserving the importance and ineliminability of the special, normative way of thinking.

This paper develops and defends the view that substantively normative uses of words like “good”, “right” and “ought” are irresolvably indeterminate: any single case of application is like a borderline case for a vague or indeterminate term, in that the meaning-fixing facts, together with the non-linguistic facts, fail to determine a truth-value for the target sentence in context. Normative claims, like vague or indeterminate borderline claims, are not meaningless, though. By making them, the speaker communicates information about the precisifications that (...) s/he accepts. The analogy with vague/indeterminate language, I argue, lays out a new and interesting foundation for a subjectivist approach to normativity. (shrink)