In an interview study of decision-making about statins, many participants said they took pills regularly, yet described themselves as 'not really pill-takers'. This paper explores this paradox and its implications. The practice of pill-taking itself can constitute a challenge to the presentation of moral adequacy, beyond the potential for rendering stigmatised illnesses visible. Meeting this challenge involves a complex process of calibrating often-conflicting moral imperatives: to be concerned, but not too concerned, over one's health; to be informed, but not over-informed; and deferential but not over-deferential to medical expertise. This calibration reflects a broader tension between rival tropes: embracing medical progress and resisting medicalisation. Participants who take statins present them as unquestionably necessary; 'needing' pills, as opposed to choosing to take them, serves as a defence against the devalued identity of being a pill-taker. However, needing to take statins offers an additional threat to identity, because taking statins is widely perceived to be an alternative strategy to 'choosing a healthy lifestyle'. This perception underpins a responsibilising health promotion discourse that shapes and complicates the work participants do to avoid presenting themselves as 'pill-takers'. The salience of this discourse should be acknowledged where discussions of medicalisation use statins as an example. ' (Smeeth and Hemingway, 2012) Smeeth and Hemingway's comment, written in response to a recommendation (Mihaylova and al, 2012) that statins should be offered at a lower threshold of cardiovascular risk than before, indicates a distaste for the idea of widespread pill-taking. Such distaste has become a trope over several decades, yet during these same decades people have come to take more pills than ever. This apparent paradox is explored in the study reported here, which looks at how participants talk about statin decisions. Many participants say they take pills regularly but also say they are not 'pill-takers'. This article explores what people mean by 'being a pilltaker', how they avoid presenting themselves in this implicitly undesirable way, and why it is particularly hard to legitimate statin-taking.