Cut the crap
Trained animals and programmed machines do what they're told. And most people, too.
Rational human beings, on the other hand, think. They ask why. They expect reasons. They follow a course of action they've found, through rational thought, "good", either good in the sense "good for them" or in the sense "morally good".
Of course, doing what you're told doesn't include only direct orders. It also includes laws, and it also includes "socially prevalent" pseudo-morality.
2007-02-17