I argue that non-epistemic values are necessarily embedded in the measure of evidential strength of contrastive evidence. When evidence is contrastive, evidence is stronger the more it favours a hypothesis over a set of plausible, mutually exclusive alternative hypotheses. In such a contrastive epistemic setting, evidence has an effect not only on a particular hypothesis, but on the whole probability distribution over the set of alternative hypotheses. A natural way of analysing the incremental impact of new evidence on a set (...) of alternative hypotheses is in terms of uncertainty or ‘entropy’ reduction. There is no unique single measure of uncertainty/entropy, however, and, consequently, no single unique measure of uncertainty reduction. Finally, I argue that the ‘right’ measure of entropy reduction, and hence of evidential strength, depends on the pragmatic context and non-epistemic values. (shrink)