The guise of the good is the thesis that an agent can only want, or intentionally do or pursue something, if and because this seems good to the agent in some respect or other. Bernard Williams criticizes the guise of the good in Ethics and the Limits of Philosophy. In this paper I reconstruct and assess his hitherto unnoticed critical remarks. Williams's opposition is based on the idea that it takes an “extra step” to go from desiring or pursuing something (...) to thinking of it as good. To show this, he employs an argument from elimination (with two strands: an argument from personal ends and an argument from immediate ends), and a separate argument which I call the one‐desire argument. I review and reject two types of answers to Williams's objections: answers that explore different varieties of what it can mean to “think of as good,” and answers that focus on different varieties of goodness under the guise of which one can desire something. I then consider whether a different, but nearby thesis, namely the guise of normative reasons, can accommodate Williams's objections, concluding that this alternative also fails. I end by looking at how this debate might move forward. (shrink)