 If explanatory talk is generally context-sensitive, and knowledge-talk is just a species of explanatory-talk, then perhaps knowledge-attributions are too. By changing what seems normal or by changing our interests and purpose, we might go from a context where saying “S believes the truth because of her virtue” expresses a truth, to a context where uttering the same words expresses a falsehood. And since saying “S knows” is tantamount to saying “S believes the truth because of her virtue”, it follows that knowledge-attributions are likewise context-sensitive. By deriving its account of context-sensitivity from the general character of explanatory-talk, virtue contextualism might avoid the charge that it is unmotivated and ad hoc. However, further work is required to test whether the theory fits with people’s actual linguistic behavior.