Naturalism rejects a sui generis and fundamental realm of the evaluative or normative. Thought and talk about the good and the right must hence be understood without appeal to any such evaluative or normative concepts or properties. In Sections I and II, we see noncognitivism step forward with its account of evaluative and normative language as fundamentally optative (that is, expressive of wishes or desires) or prescriptive. Prescriptivism falls afoul of several problems. Prominent among them below is the “problem of prima facie reasons”: the problem, namely that prescriptions do not properly capture the character of defeasibility of the prima facie, featured by nearly all our moral convictions. We find in Section II that, ironically, emotivism, with its emphasis on optative rather than prescriptive language, though historically more primitive, is yet better attuned to that crucial prima facie aspect of the normative and the evaluative. But even emotivism still faces serious difficulties that beset noncognitivism generally, such as the problem of embedding in subordinate clauses, and the problem of normative fallibility. That takes us up to Section III.