Biological, clinicobiological and clinical conceptions of Alzheimer's disease and related dementias are being promoted simultaneously to different practical ends. The co-existence of contemporary conceptions and the 'scary label' associated with older diagnostic criteria create the possibility of misunderstanding and harm. In this comment, we argue in favour of socio-ethical interventions targeted to health workers and the general public so as to lower the uncertainties introduced by contemporary diagnostic criteria and to articulate how they relate to established criteria.