[throwanem]

This constitutes a loose extensional definition of a spectrum between the positive (1) and the normative (5), or between "is" and "ought".

In the original example, it is that university research PR has to be written this way to provide the grant substantiation its existence subserves, but arguably ought to be that the PR piece could just describe the research properly and without all the exaggeration.

To be clear, I would have no quibble with such an argument and also do not care how anyone else feels about it. The point is to help demonstrate that "ought" is the domain of that which is always arguable and which must always be argued. "Is," like the gravity which holds us to the bosom of this planet, is.