But when moral frameworks spill into the realm of public health, we end up with what bioethicist Euzebiusz Jamrozik and his collaborator Steven Kraaijeveld have dubbed mismoralization. Mismoralization in public health can lead to shaming, blaming, and, ultimately, the fracturing of society. That may be the case, but it does not constitute the basis of a valid public health response. “A tired public is not an argument for public health policy,” says Lincoln. We all feel we’re trying to resolve a national public health crisis ourselves at home or online.”What can we do to cope?