In this paper, we consider one of the ways in which shared valuing is normatively significant. More specifically, we analyze the processes that can reliably provide normative grounding for the standing to rebuke others for their failures to treat something as valuable. Yet problems with grounding this normative standing quickly arise, as it is not immediately clear why shared valuing binds group members together in ways that can sustain the collective pursuit of shared ends. Responding to this difficulty is no (...) easy task, since doing so requires demonstrating that the standing to call on one's fellow participants because of shared forms of valuing is not merely a side effect of members authority to call on their fellow participants to do their fair share in a collective endeavor. This is, to the best of our knowledge, a problem that the sparse literature on shared valuing has yet to consider. We argue that the best way to address this difficulty is to consider the real‐world complexity of how forms of valuing come to be shared within well‐structured collectives and how members internalize the evaluative tendencies that sustain shared valuing. To accomplish those ends, we examine two different ways that shared valuing is cultivated within well‐structured groups and the corresponding ways that members internalize forms of valuing; specifically, we examine differences between forms of valuing that are passed downward from the top of a group, as they are in the U.S. Military, and forms of valuing that bubble‐up through local patterns of interaction, as they do among the Zapatistas of Chiapas. (shrink)