In a recent set of papers (Klein & Loftus, in press; Klein, Nguyen, & Zhang, in press), my colleagues and I used the logic of adaptationism – the application of evolutionary principles to study the functional design of naturally selected systems (e.g., Klein, Cosmides, Tooby, & Chance, 2002) – to help make sense of the role natural selection played in the evolution of consciousness. To avoid well-known, seemingly intractable problems that accompany efforts to explain “how consciousness is possible in a (...) world that consists in physical objects and their relations” (the so-called “hard problem of consciousness”), we limited investigation to the question of “why natural selection favored consciousness?” In the present paper I try to make amends for this evasion by addressing some of the conceptual challenges posed by the hard problem. Drawing on insights from Klein et al.’s (in press) evolutionary excursion into the "why" of consciousness, I identify a potential alteration in the referential identity of “subject” and “object” when they are taken as properties of a mental state, and discuss how these changes might offer insight into the "how" question of consciousness. (shrink)