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.