Every community, inevitably, has a value or set of values that it considers fundamental, some basic good which positions every other claim to goodness. For most of the modern liberal democracies, for example, freedom and equality play this determining role in the moral discourse.
Author John Killinger once wrote about a meeting he had with some university students. He asked them, “What does it take to get someone’s attention these days?” The overwhelming consensus of the group was that unless something was flashy and loud, no one pays attention. I gave that some thought and tend to agree. But when you take some time to really think about those limitations, it rules out an awful lot of things.