The law of contraries. The people who talk most about morality probably aren't. If someone says it's not about the money, it's about the money. If someone says it's not about sex, it's about sex. Caplan's problem is that he has been seduced by the hype. The real moral people are not going around tooting their horns about how moral they are. They are busy putting energy into maintaining a high standard in their day-to-day lives because it isn't an easy thing to do.