A new kind of defense of the Millian theory of names is given, which explains intuitive counter-examples as depending on pragmatic effects of the relevant sentences, by direct application of Grice’s and Sperber and Wilson’s Relevance Theory and uncontroversial assumptions. I begin by arguing that synonyms are always intersubstitutable, despite Mates’ considerations, and then apply the method to names. Then, a fairly large sample of cases concerning names are dealt with in related ways. It is argued that the method, as (...) applied to the various cases, satisfies the criterion of success: that for every sentence in context, it is a counter-example to Millianism to the extent that it has pragmatic effects (matching speakers’ intuitions). (shrink)