In this paper I undertake to resolve a main pragmatic puzzle triggered by Bank-type cases. After accepting ‘sanitized’ intuitions about Truth-Values, as reflected in x-phi experiments, the pragmatic puzzle about whether the husband is inconsistent remains, and if he isn’t, which intuitively is the case, how are we to explain it. The context in such cases is pragmatic, with awareness of high risks, and the treatment I propose is pragmatic as well, but not Gricean. I offer a new Pragmatics whose (...) main tools are Steering Thrust and Posting. It focuses on what I call Action-Directed Pragmatics. An overall view of Pragmatics centers on the primary resort to Sayability rather than to Truth-Values, and to the Pragmatic phenomenon of co-present operative norm-types, which can conflict in some cases vis-à-vis particular actions and about what subjects can say. The very satisfactory explanation of the above puzzle that I offer is in such terms. In particular, attention is focused on the phenomenon of Negative-Polarity Pragmatic Functors. (shrink)