Bind me

Moral standards are binding because they are the most favored values over other values and they are applicable to those who value them. People ought to do them in view of necessary considerations.  They are given the most priority in particular situations because they are the right or most appropriate things to do.  They are not also self-serving. So that if one chooses a moral standard, which is his most preferred value, then he has to do it even if it is against other important standards or non-moral standards and self-interests. Besides, it is the most appropriate thing to do proportionate to the situation and to everyone.