 Bach founds his account on the Gricean theory of intentional communication and therefore he has a ready explanation for the fact that different meanings come with different salience. He makes an assumption that intentions allow for different degrees of strength (Bach 1987). He also adds that salience has a lot to do with standardisation (Bach 1995; 1998) which consists of interpreting an utterance according to a pattern that is established by previous usage and as such short-circuits the process of (conscious) inference. In short, ‘jumping to conclusions’ is performed unconsciously and effortlessly.