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@whitequark @qualia it's part of somezhing i've heard described as "moral language".
"it is wrong to X" is equivalent to "i don't like when you X".
"you really ought to do X" is equivalent to "i want you to do X".
"it's your responsibility to do X" is equivalent to "i and/or ozhers will be upset if you don't do X".
all of it is subjective, but zhe use of moral language presents it as a statement of fact. it's a way of convincing people zhat what you want is universally good, instead of just. what you want.