In this essay I argue that a broadly Kantian strategy for demonstrating and explaining the existence, semantic structure, and psychological function of essentially non-conceptual content can also provide an intelligible and defensible bottom-up theory of the foundations of rationality in minded animals. Otherwise put, if I am correct, then essentially non-conceptual content constitutes the semantic and psychological substructure, or matrix, out of which the categorically normative a priori superstructure of epistemic rationality and practical rationality - Sellars's "logical space of reasons" (...) - grows. (shrink)