" It is these conditions that form the grounding for our system of moral metaphors. Since it is better to be rich than to be poor, morality is conceptualized in terms of wealth. Since it is better to be strong than to be weak, we expect to see morality conceptualized as strength. Because it is better to be healthy than sick, it is no surprise to see morality conceptualized in terms of health and attendant concepts like cleanliness and purity. Since it is better to be cared for than uncared for, it seems natural to find morality conceptualized as nurturance. And because, in normal cases, children tend to be better off if they obey rather than disobey their parents, we expect to see morality conceptualized as obedience. What "

― George Lakoff , Moral Politics: How Liberals and Conservatives Think