But do people conform to society's laws and rules because they believe it is for the society's benefit? Or do they act in such a way because they know if they don't they will be punished. Forced atrition doesn't qualify as morality. I'm not sure that I'm willing to define society as a "moral scaffold," or at least in the way that you're envisioning it. If someone refuses to engage in the same said "business transaction," is he or she now "evil?" I don't think you can dignify things like financial decisions as "moral."