 The most ambitious and straightforward version of the first strategy is effectively just to argue for a form of analytic naturalism in meta-ethics. For example, consider the meta-ethical theory that “is morally right” just means “is an action which maximizes happiness”, where “happiness” is itself cashed out in purely naturalistic terms. Any convincing argument for that theory would provide a way of carrying out a very ambitious version of the first of the two strategies discussed above. Clearly, insofar as that theory is correct, semantic competence with “is morally right” is enough to commit one to the thesis that, necessarily, an action is morally right if and only if it maximizes happiness, and that certainly looks like just the right sort of generalization to function as a principle qua standard in the sense laid out in  section 2.