We agree with Fitouchi et al. that self-denial is sometimes moralized to signal capacity for cooperation, but propose that a person's cooperative character is more precisely judged by willingness to follow cultural, group, and interpersonal goals, for which many rules can serve as proxies, including rules about abstention. But asceticism is not a moral signal if its aims are destructive, while indulging impulses in a culturally approved way can also signal cooperation.