Classical deviance theories about metaphor argue that the metaphorical sense of a word or expression, w, deviates from the sense of the word or expression interpreted literally. Developments in lexical pragmatics challenge these theories by claiming that deviance pervades (nearly) all aspects of linguistic communication. If deviance is the norm, then classical explanans offer little to no insight. In fact, many theorists have abandoned the idea of the literal-metaphorical distinction. This move carries significant consequences for theories of language and communication. We argue against this move and in favour of a linguistically robust literal-metaphorical distinction. We have three goals: The first is to argue that the literal-metaphorical distinction is important for theories of language and communication. The second is to assess Allott and Textor’s Non-Conformity View of deviance which gives up the idea that deviance is marked by a departure from conventional word meaning. Pace Allott and Textor, we claim that the literal-metaphorical distinction must ultimately be couched in some account of lexicalised meaning. Our third goal is to develop a form of qualified deviance that avoids what we take to be shortcomings of the Non-Conformity View.