I partly agree, though I don't think the actual ultimate goals are "chosen" in any free way. Instead, I think they for the most part have evolved through natura

I partly agree, though I don't think the actual ultimate goals are "chosen" in any free way. Instead, I think they for the most part have evolved through natural selection (most of them by genes, but some by memes). Direct pursuit of the ultimate goals is not efficient, both because it is computationally impossible to calculate what action is most efficient in any situation, and also because direct pursuit will lead to a lot of conflict. As a solution to this problem, one or more levels of heuristic rules have developed that solve this problem in a social environment, and that form some kind of low-level social contract that we will follow if others follow it. Part of "signing" this social contract (ie be perceived as cooperative), is to bind yourself to the commonly accepted morality. Part of this is that you have to convince yourself that you hold the rules sacret. Of couse, if you experience radical changes to the environment, it is likely that your fundamental goals will be in conflict with those additional layers, and your behaviour will change accordingly. Most people are surprised of themselves when this happens.