"most people" they usually mean "most of the two dozen sophomores who filled out a questionnaire for beer money.

Many of these moralizations, like the assault on smoking, may be understood as practical tactics to reduce some recently identified harm. But whether an activity flips our mental switches to the "moral" setting isn't just a matter of how much harm it does. We don't show contempt to the man who fails to change the batteries in his smoke alarms or takes his family on a driving vacation, both of which multiply the risk they will die in an accident. Driving a gas-guzzling Hummer is reprehensible, but driving a gas-guzzling old Volvo is not; eating a Big Mac is unconscionable, but not imported cheese or crème brûlée. The reason for these double standards is obvious: people tend to align their moralization with their own lifestyles. Read more of the "The Moral Instinct"  From NYTimes