Debate over the normativity of virtual phenomena is now widespread in the philosophical literature, taking place in roughly two distinct but related camps. The first considers the relevant problems to be within the scope of applied ethics, where the general methodological program is to square the intuitive (im)permissibility of virtual wrongdoings with moral accounts that justify their (im)permissibility. The second camp approaches the normativity of virtual wrongdoings as a metaphysical debate. This is done by disambiguating the ‘virtual’ character of ‘virtual (...) wrongdoings’. Doing so is supposed to provide illuminating ontological distinctions that inform ethical aspects of the debate. We argue that each approach faces its own set of issues, and as a result, motivates consideration of an alternative. The alternative we suggest turns inquiry concerning the normativity of virtual wrongdoings into a distinctively conceptual question. Rather than asking whether some action is right or wrong, or whether some virtual phenomenon counts as a particular action at all, we argue that research into the normativity of virtual wrongdoings may be guided by reflecting on whether a concept that originated and developed within a non-virtual context should be exported into a foreign virtual domain. We consider this approach and several objections. (shrink)