It is also worth noting how emotivism is useful as a rhetorical strategy. When it comes to moral arguments, the tendency of the present age is to assert our moral convictions as normative and correct by rejecting those with which we disagree as irrational prejudice rooted in personal, emotional preference. That is precisely what underlies the ever-increasing number of words ending in -phobia by which society automatically assigns moral positions out of accord with the dominant Sittlichkeit to the category of neurotic bigotry.
