Recent work on evaluative discourse and judgements of personal taste in particular has focused on active interpersonal disagreements. I explore the communicative import of judgements of taste: why we issue them, why we sometimes get involved in disputes about taste, and what acceptance or rejection of such judgements consists of. The view developed here – that the core use of such judgements lies in seeking to align our attitudes in view of a shared project – makes it plausible that the (...) use of a sentence of the form ‘a is F’ (where F is a predicate of taste) semantically expresses the simple, semantically articulated proposition that a is F, is subject to an unrelativized truth predicate and not enriched by personal standards or perspectives. Our model shows that personal standards or perspectives are, contrary to a widely shared assumption in the debate, not the entities or objects that require coordination. What is shared among interlocutors are projects that require the coordination of the participant’s strategic choices. The semantically articulated proposition functions as a focal point, proposed by the speaker, for coordinating their choices. (shrink)