Moral entrepreneurs typically try to change the boundaries of altruism, whether by broadening them, as in the case of Jesus Christ and Jeremy Bentham, or by narrowing them, as in the case of Hitler (putting to one side his “zoophilia”). They don’t do this with arguments, or at least good ones. Rather, they mix appeals to self-interest with emotional appeals that bypass our rational calculating faculty and stir inarticulable feelings of oneness with or separateness from the people (or it could be land, or animals) that are to constitute, or be ejected from, the community that the moral entrepreneur is trying to create. They teach us to love or hate whom they love or hate.
The Problematics of Moral and Legal Theory, p.42