ABSTRACT
This chapter explores the intricate metaethical difficulties that arise in situation ethics, focusing on different moral stakeholders, the essence of intrinsic goods and the challenges posed by consequentialism. The text examines ethical egoism, universalism and individualism, delving into the tensions between normative absolutism and relativism in the quest to promote love as a fundamental virtue. The chapter explores the responsibilities of morality managers, the origins of moral knowledge and the consequences of manipulating moral standards. This chapter examines the difficulties in defining and controlling morality, emphasising the conflict between personal and societal moral preferences, the possibility of manipulation and the standards for moral governance.
