Michelle Moody-Adams suggests that Bthe main obstacle to moral progress in social practices is the tendency to widespread affected ignorance of what can and should already be known.This explanation is promising, though to understand it we need to know what willful (affected, motivated, strategic) ignorance actually is. This paper presents a novel analysis of this concept, which builds upon Moody-Adams (1994) and is contrasted with a recent account by Lynch (2016).