Scads have been written on the problems around morality so it is certainly not an over and done with "couldn't be more obvious" issue. The problem is we deem it

Scads have been written on the problems around morality so it is certainly not an over and done with "couldn't be more obvious" issue. The problem is we deem it one of these issues with no further debate - it's a nearly universal modern prejudice to which most of us are blind. There is tons of literature dealing with questions like: Have there been different moralities throughout history? (Hint: There have. In reading Aristotle we see that lying was considering virtuous and pity a sickly and dangerous state of mind.) Is thinking for humans really otherwise than an instinctual act? If not then what does that say for personal responsibility? Is there perhaps something valuable to sustaining life in lying, selfishness, self-deception, etc? Of course you probably deem all of these easily answerable questions, but I assure you a little digging below the surface and they are remarkably difficult and fascinating questions most of which still do not have answers.