Moral values, it seems to me RightWhale, are always about the survival of the human community.
Utimately it may be, or maybe not. There may be levels above that, and there are certainly levels below: gradations of moral judgement, levels of immediacy, degrees of universality, ranges of relevance. There are levels, and each individual may postulate as many levels as he wants. The judgements must be rational, otherwise the target audience may simply share a momentary feeling of revulsion and move on. One's attitude may be transmitted as a moral command to others, but the recipient may be in a different context and receive the attitude as simply another instance of Western preachiness.