On your bold point at the end, what difference does it make if I talk about the "theories" of "ought" or "good" instead of the "concepts" of "ought" or "good?" I actually do often talk in terms of "theories" myself (perhaps a result of the science fanboy tendencies analytic philosophers like myself often have), but it's not obvious to me how important this is. When I read other philosophers who prefer to talk of "concepts," I usually assume they mean theories too, and usually what they say makes sense when so interpreted. I suppose confusing theories with prototypes or exemplars might lead to over-estimating the importance of intuitive examples and counter-examples, but while I do think many philosophers often do that, there are many other reasons they might make that mistake. Or were you thinking of other possible effects of the confusion?
Edouard Machery's Doing Without Concepts made a big splash in 2009, since it argues in all seriousness that concepts do not exist.
But wait. In order to claim that concepts don't exist, doesn't Machery need the concepts of "concept" and "exist"? To clarify what Machery means, I will summarize his book.
Machery argues for the Heterogeneity Hypothesis, which makes five basic claims:
Concepts in psychology and philosophy
After reviewing the psychological literature on concepts, Machery proposes that by "concept" psychologists usually mean something like this:
Philosophers, by contrast, usually means something like this:
As such, psychologists and philosophers are engaging in different projects when they talk about concepts, and Machery reviews some cases in which this has caused confusion.
Prototypes, exemplars, and theories
Since the death of the classical view of concepts, three paradigms about concepts have emerged in psychology: the prototypes paradigm, the exemplars paradigm, and the theories paradigm.
In fact, we have pretty good evidence for the existence of all three kinds of concepts. Moreover, we seem to possess distinct processes for learning these kinds of concepts, and also distinct processes for categorizing.
Scientific eliminativism
The first seven chapters provide the evidence for Machery's first four claims. The eight chapter makes his eliminativist argument:
Whether or not you agree with Machery's scientific eliminativism, the main takeaway from his book is that "concept" is not a very good "natural kind" even if it may remain a useful class of natural kinds.
This has implications for philosophy. If we're trying to describe the "concept" of "ought" or of "good," perhaps instead we ought to be discussing the prototypes, exemplars, or theories of "ought" or "good."
For other discussions of Machery's book, see Fenici, Chen, Glymour, Woodfield, and especially BBS.