[1, 2] "That [standard, conventional] philosophical concept of meaning has its place in a primitive idea of the way language functions." In the paragraph Wittgenstein is (slyly?) setting the reader up for a fall. Of course one may imagine the builder & his assistant operating in the way described--but the imaginary picture depends upon assumptions about language that are not part of the simple, primitive system. W. as can be seen with the example of the grocer & the 5 red apples, wants to suggest that we know a great deal about how to use language that cannot be captured by Augustine's sweet little fancy, not by the standard positivist theories of language current when W. was writing.