A very tall man once asked a question after my talk. Before beginning his question, he explained that the reason he was standing up is not to be intimidating but rather to make eye contact. His question was essentially "are we really interested in moral motives? Isn't it all about action?". I pointed out to him that it was not enough for him to do the right thing - stand up - but he also wanted me to know that he is doing it from the right motive or for the right reason - to make eye contact, rather than to be intimidating. Voila, moral psychology.