Is there any sense to the idea of an ``ought''''that is not relative to any particularnormative framework? This ``ought'''' would not bea moral, prudential, legal, aesthetic, orreligious ``ought,'''' but rather an unqualified or just plain ``ought.'''' Thispaper (i) argues for the existence andusefulness of just plain ``ought''''; (ii) locatesthe concept of just plain ``ought'''' within amajor strand in the history of ethics (namely,the perennial attempt to demonstrate thatmorality and prudence are in harmony); and(iii) challenges David Copp''s recent attempt toshow that (...) in fact there is no such thing asjust plain ``ought.'''' A theory of just plain``ought'''' emerges along the way. (shrink)