G. E. Moore's ethics can be said to be a negative consequentialism (more precisely, a consequentialism with a negative utilitarian component), because he has been labeled a consequentialist,[11] and he said that "consciousness of intense pain is, by itself, a great evil"[12] whereas "the mere consciousness of pleasure, however intense, does not, by itself, appear to be a great good, even if it has some slight intrinsic value. In short, pain (if we understand by this expression, the consciousness of pain) appears to be a far worse evil than pleasure is a good."[13] Moore wrote in the first half of the 20th century before any of the terms 'consequentialism,' 'negative utilitarianism' or 'negative consequentialism' were coined, and he did not use the term 'negative consequentialism' himself.[14] Similarly to Moore, Ingemar Hedenius defended a consequentialism that could be called negative (or could be said to have a negative utilitarian component) because he assigned more importance to suffering than to happiness. Hedenius saw the worst in life, such as infernalistic suffering, as so evil that calculations of happiness versus suffering become unnecessary; he did not see that such evil could be counterbalanced by any good, such as happiness.[15]