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RE: Fooled by Positivity and the Image of "Good"
We only choose one over the other because we have the power of abstracting concepts such as good/evil, moral/immoral. If we had no concept of these things, we would just be going off of whatever suited us, and from more of an unconscious drives to motivate behavior, not conscious processing of conceptual principles to motivate us into certain ways of being and doing.
Don't you think many choices are made due to conscience?
If I do this thing, will I be able to sleep at night?
Will the rewards be great enough to put up with the negative judgement of others?
Will my choices gain me eternal life or eternal damnation?
How will my choices effect my kids future?
To me, these all seem to be based on... what am I going to get from this choice?.