The key is that we don't try very hard to resist these things. Maybe some social media posts, or a comment on HN, or a vote on election day. All things that are free (oh there's that word again) and don't require us to actually give up anything. Because that's exactly what morality is about: the giving up of something that benefits you but causes harm to someone else.

How many people choose to take a pay cut to work for as socially responsible company as they can? How many forgo the convenience and time savings of Amazon and shop at places that are more expensive because they are local small businesses or businesses that pay and treat their workers better? How many spend less on gadgets and luxuries and redirect those funds to making the world better, or to enable them to take the aforementioned socially responsible pay cut? How many advantaged people forgo using that advantage to gentrify neighborhoods and displace the disadvantaged to less desirable places? How many advantaged people forgo hoarding education resources for their children at the expense of children for whom society is already rigged against (e.g. liberal NYC has the most segregated schools in the country)?