The reason this needs a closer look is because it provides a useful model of tacit negotiation over what makes sense.
In a commercial discussion, the material objectives of the parties tacitly (from the point of view of the language of the discussion) constrain the sense making opportunities. However a commercial negotiation can only continue if there is a working language within which to negotiate.
In this context, the comforting metaphors which inform the philosophical discussions of scientific truth telling look much less credible.
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