This chapter traces the emergence of intangible heritage into global heritage consciousness and, while acknowledging that much of this is indeed conflicted and problematic, critiques the more well-worn discussions of it. There are two sections, the first on origins and criticisms, the second on experience and aesthetics, both exploring how discussions of the intangible are locked into wider pre-existing arguments about heritage in general. The chapter explains some alternative interpretations of intangible heritage indebted to this viewpoint, emphasizing the importance of subjective experience in the determination of cultural value and authenticity. That intangible heritage might be inaccurate and possibly even coercive when set to commercial ends is an important criticism to make. But the assertion that it is automatically rendered inauthentic and valueless at this point is questionable, as is the assumption that its consumers are sick. Intangible heritage clearly has a complicated history with divergent and conflicted motivations that should not be immune to criticism.