The easiest way to see this is to realize that being nice to someone can involve being nasty to third parties. If Alan cheats Beth at cards because he wants to give the money to Carol, we may decide that his dishonesty was altruistically motivated and morally wrong. There is another sort of separation we must effect between altruism and morality. An altruistic concern for specific others is not the same as the acceptance of a general moral principle. If I want my children to prosper, it is a separate question whether I want all children to do well, or think that all parents should help their children.
Moral principles are general and impersonal in what they say.
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