No, claims about the "purpose of morality" are non-factual statements of personal preference in any context. Well, you lost me there. When I choose not to lie

No, claims about the "purpose of morality" are non-factual statements of personal preference in any context. Well, you lost me there. When I choose not to lie to my family and friends, or when I deal with others justly, I am behaving that way (i.e., morally) because I want a good, long, happy life. It is not a matter of "personal preference." (It is absurd to say, "It is merely my personal preference to live well by honest means. Others may choose differently, and live well by dishonest means.") If I lied to my wife, or cheated a customer out of money, I would suffer, and that's an inescapable fact. (If you don't understand this point, just ask and I'll explain why.) Show me someone, out here in reality that lives a good, long and happy life by lying to his spouse, cheating his customers, and stealing to top it off at night. Or even someone that just does one of the three, occasionally. There's a categorical difference between logical claims (which are abstract and which are true or false independent of factual context), fact claims (which are, in principal at least, subject to objective validation as true or false), and value (including moral) claims (which are statements of personal preference). Sigh. In relation to an individual person's life, for every is, this is an ought. For example, suppose that I am driving my car down the highway. There is a giant boulder in the middle of the road ahead. If I want to live, I ought to slow down and turn to avoid it. So much for Hume!