Discussion begins with a review of three major concerns of the labelling perspective in deviance: (1) locating the social origins of stigmatic labels; (2) documenting the application of these labels to selected populations; and (3) assessing the consequences of the labelling process for the recipients' future conduct. It is suggested that the latter concern is the most dramatic aspect of the labelling perspective. Two assumptions accompanying this version of the labelling argument are reviewed: (1) other's reaction to subject intensifies subject's behavior; and (2) psychological differences do not exist in a manner relevant to the production and explanation of deviant behavior. After accumulating evidence suggestive of weaknesses in the preceding assumptions, it is argued that the popularity of the labelling perspective in deviance may be best understood as an instance in the “Sociology of the Interesting.” Implications are suggested.