The argument that neutral designs do not really exist provides an attractive line of defence for the nudge approach, especially relative to the claim (and others like it) that nudge theory works by manipulating choices. If this fundamental premise is accepted, it seemingly follows that we are always being nudged, whether we like it or not and regardless of anyone intended it so. Nudges are an inescapable feature of any decision-making context. It seems unreasonable then to argue that we should take measures to avoid the unavoidable.