In the ordinary world, we identify the desirable as something that is grounded in other properties, may diverge from what we desire, and, other things being equal, has a claim to govern what we desire. While desirability comes in many modes, moral desirability is grounded in relatively unrestricted considerations and enjoys a certain authority in resolving conflicts. Being creatures who avow and co-avow our desires, we are likely to find those desires diverging occasionally from our actual desires, and commanding our allegiance in the case of a conflict. Thus, we will begin to think of that which attracts avowal, being supported robustly by relevant desiderata, as having the governing role of the desirable. But as there are different modes of avowal, each supported by different sorts of desiderata, some neutral, some agent- or group-relative, there will be different and conflicting modes of desirability—this, by contrast with credibility. And the need to unify our own judgments of desirability into a single judgment of overall desirability, together with the need to universalize desirability so that it is standardized across individuals, will lead us to generate a notion of multi-lateral desirability that corresponds well with the ordinary notion of moral desirability.