PositiveScienceLevinovitz provides a reflective account of how his own attitude toward \'naturalness\' changed through the journey of writing the book. Although he was initially skeptical about the use of the word, he came to recognize its importance as he unpacked the different values that people ascribe to it. The take-home message? Rather than dismissing \'natural\' altogether, we should strive to acknowledge and explore its many facets, depending on the context. In this sense, Levinovitz’s book is an important call for more nuance over simplicity, for compromise over dogmatism, and for embracing uncertainty over certainty.