According to the popular fitting attitude analysis of value, to be good is to be the object of a proattitude that it is fitting, in some sense, to have. One version of this analysis can be traced back to Franz Brentano, according to which “good” means “worthy of love.” In a review in Ethics of Brentano's The Origin of the Knowledge of Right and Wrong, G. E. Moore accuses Brentano of committing a fallacious inference, which I will call “Brentano's fallacy.” (...) I shall show that Moore's accusation, properly formulated, hits the target and that his argument can be generalized so that it undermines other Brentano-like versions of the fitting attitude analysis. (shrink)