Normativity :)
One attempt to escape genuine normativity is Quine's approach: what appears to be normative is really just convention-following. The counter argument is something like this:
"The attempt to avoid the claims of normativity by treating the normative as a matter of convention is a sham, even in connection with science. The language of this proposal, with words like “better” as well as notions like coherence, and even consistency, is normative through and through. Moreover, the argument uses, explicitly or implicitly, intrinsically normative concepts such as “concept” itself. The notion of error, obviously, is intrinsically normative. At the end of every argument we wind up with justifications, which are the essence of the normative. None of this can plausibly be naturalized, as Quine thought epistemology might be naturalized into neurophysiology. There is thus no escaping normativity by this route – even the minimal level of self-reflection forces us to acknowledge the indispensability of normativity for talking and reasoning about the world." -
Explaining the Normative, pg. 62, Stephen P Turner
The idea (as I understand it) is that if convention-following explained normativity, then we should be able to escape normative language. We can't escape it, therefore: we must accept genuine normativity (whether we have an explanation for it or not).
Do you agree with that?