Daniel Kelly and Evan Westra recently wrote a widely circulated Aeon article entitled “Moral progress is annoying”. It would have been more convincing – but also go against their agenda – if they added: “and so is moral regress.”

The article notes that when faced with changes in social norms, like declaring a certain term offensive or being expected to share pronouns, it is common for us to react with annoyance and irritation, most visibly expressed in the physical gesture of rolling our eyes. Kelly and Westra argue that this reaction is inappropriate:

we think that the eyeroll heuristic is a serious obstacle to moral progress. Many genuinely good arguments for moral change will be initially experienced as annoying. Moreover, the emotional responses that people feel in these situations are not typically produced by psychological processes that are closely tracking argument structure or responding directly to moral reasons. Instead, they stem from psychological mechanisms that enable people to adapt to local norms – what’s called our norm psychology.

Specifically, they claim that the annoyed eyeroll represents what they call affective friction:

When a person’s norm psychology is misaligned with the rules and customs around her, norms make their presence acutely felt…. Instead of fluency, we have disfluency, which can be stressful, frustrating and exhausting – just ask any North American tourist who has been cursed at by a Berlin cyclist after wandering into a bike lane, or been panicked by their first encounter with a squat toilet. Call this affective friction.

Because it is affective friction, they argue, the eyeroll is not really a rational response: “As tempting as it can be to interpret the unpleasant feelings as your moral compass ringing alarm bells, your annoyance is just a feature of your norm psychology becoming misaligned and reacting to the unfamiliar.”

Now Kelly and Westra are right that the annoyed eyeroll is a gut reaction rather than a rationally considered one. But the eyeroll is not unusual in that regard. Most of our actions, in a moral domain or any other, aren’t based on considered rationality. Crucially, that is just as true of the eyeroll’s opposite: namely bandwagon-jumping, the enthusiastic adoption of a new norm because it is a new norm, irrespective of whether that new norm actually benefits those it is supposed to help.