 If we think that moral argument should proceed not merely by invoking our pro- or con- sentiments, or appealing to our unargued intuitions, but instead by identifying objective facts about a situation that give us good reasons for condemning or approving certain things, then we would generally do much better to use a non-moralized sense of words like “coercion”, “manipulation”, and “exploitation”—a sense in which these words can be used to refer to such objective facts. (Wood 2014: 19–20)