Kalevi Kull’s target article importantly rejects the argument from biological aesthetics, that beauty is a product of natural selection. Instead, beauty is a reflection of the ongoing diversity of free semiotic choosing and fitting. From this view, biosemiotic aesthetics could become the semiotic branch par excellence, in its theorization of the origins of what has always been the central interest of general semiotics. The narrow argument about sexual selection is couched inside the broader ambition to establish a biological but nonreductive (...) definition and scope for aesthetics itself. One of the most important services biosemiotics can provide to the larger community is to bestow upon it some really unifying general principles applicable to all branches of semiotics, and the theory of biosemiotic aesthetics promises to do just this. General semiotics may later adopt some of Kull’s present theorization and apply it to the textual concerns which Kull prefers to consign to other specialists. (shrink)