A few decades back, research in pragmatics overly relied on H.P. Grice's cooperative principle and conversational maxims: quality, quantity, relation and manner. His theory emerged in 1975, as part of his work entitled Logic and conversation, and was righfully appealing and thought to be reasonable in almost every sense of the word. However, the theory itself ailed to account for a very ordinary phenomenon of human interactions, which began to attract a lot of attention from the linguistic community relatively recently. This issue is humour and is known to be quite a puzzling aspect of pragmatic research, ultimately a problem that the cooperative principle was not ready to face. in Grice's vew humor can only be seen as a deviations from maxims, thus does not supply an adequate explanation for how humor is produced consciously, the major concern of this paper.