The reason that we want to say that a value is not a fact is not because it literally isn't a fact that, for instance, I hate licorice. Instead it's because tha

The reason that we want to say that a value is not a fact is not because it literally isn't a fact that, for instance, I hate licorice. Instead it's because that sort of fact is subjective-- bound to a particular valuer and not necessarily shared. We say that values are not facts as a figure of speech; a rehtorical shortcut. Logic does not compel us to share any value with anyone else, which is, after all, what drives the dynamics of free markets. If the farmer and the grocer didn't value licorice differently no licorice would ever get to market and give me the opporutnity not to purchase it. However, whenever you are dealing with social dynamics, feelings should be treated as facts. No matter how ephemeral, every feeling is real within each person, in that it has real consequences for behavior. And so my wife might buy licorice to tease me.