 Unsurprisingly, this sort of argument is extremely controversial and has led to heated debates. Some object on empirical grounds; for example, that there is insufficient evidence that intentional stigmatization is effective at reducing the prevalence of health problems (Goldberg and Puhl 2013) or that there is some evidence to suggest that stigmatization can actually increase the prevalence of a concerning behavior (Goldberg and Puhl 2013; Burris 2008.). Still others object because of the psychological or social harm that is caused to individuals who have the relevant condition or engage in the concerning behavior (Burris 2008; Goldberg and Puhl 2013) or that any use of stigmatization is dehumanizing and morally unacceptable for that reason (Burris 2008). A related objection is that stigmatization is reductive; it treats someone as nothing more than a particular ‘spoiled social identity’ – those who smoke cigarettes are thought of as smokers; individuals with obesity are just viewed as obese (Burris 2008; Nussbaum 2004).