Massively representational minds are not always driven by goals, conscious or otherwise.

The language of conscious and unconscious goals is rooted in a folk-taxonomy that is likely to inhibit progress in cognitive science. Severing the commitment to this taxonomy would allow Huang & Bargh (H&B) to consider a wider variety of representational forms with motivational force and to entertain the intriguing possibility that variations in the number of active-but-redundant representations account for variance in social behavior.