“Normative” ethical theories

[Lucian]

If someone is empathetic, you appeal to that to teach morality. Even then, most people seem capable of switching it on and off for the sake of the "me" principle.

Yup, although it is more difficult with some things than others I guess. That goes back to some extent to the mention I made above to Haidt’s views on moral flavours where empathy and reduction of harm is only one component of moral intuitions