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1 INTRODUCTION Moral requirements seem to be imbued with an especially robust kind of normativity, reflecting the seriousness or gravity of moral issues. While it does not really matter whether we abide by the rules of etiquette or fashion, it does really matter whether we act rightly or wrongly. Put another way, moral normativity seems to have a kind of intrinsic authority or ‘oomph’ which makes it different from that of institutional norms.
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