Fraley offers a provocative behavior-analytic perspective on the proce
ss of slow death. I argue that the value of his insightful analysis is
severely compromised by his insistence on equating behavioral compete
nce with personal worth. Fraley errs by proclaiming that his philosoph
y is science, that existing social practices are essential human attri
butes, and that idiosyncratic reinforcing stimuli are universally func
tional. Further, his philosophical tenet is fundamentally inconsistent
with his genuinely humane goal of understanding and promoting protrac
ted dying as a behavioral rather than metaphysical phenomenon.