" To put the issue of ethics back into ethology in a more successful manner, we need to take note of the chorus of protest against previous attempts. Philosophers tell us that there is an element of rational choice in human morality, psychologists say that there is a learning component, and anthropologists argue that there are few if any universal rules. The distinction between right and wrong is made by people on the basis of how they would like their society to function. It arises from interpersonal negotiation in a particular environment, and derives its sense of obligation and guilt from the internalization of these processes. Moral reasoning is done by us, not by natural selection. "

― Frans de Waal , Good Natured: The Origins of Right and Wrong in Humans and Other Animals