The relevance of Fuller's version of social epistemology to argumentation theory is highlighted, in response to critics who claim that I am not sufficiently critical of the social grounds of knowledge production. Responding to Lyne, I first consider the strengths and weaknesses of relying on economic images to capture the social. Then, I tackle two contrary objections: Brian Baigrie claims social epistemology is “not social enough,” while Angelo Corlett wonders whether it may be “too social.” Finally, I counter Malcolm Ashmore, (...) who argues that social epistemology is not sensitive to reflexive implications of its own doctrines. I conclude that a rhetoric needs to be forged that enables those wishing to transform knowledge production to make their case plausibly to those whose behavior needs to be changed most. At the moment, science critics preach to the converted, a fate that the social epistemologist should not wish to share. (shrink)