We adopt a moral framework based upon our highest values. Someone who values power and the spreading of his genes will have no interest in the NAP. He'll instead say that strength and domination are virtues and that weakness and submission are sins. I adopted the NAP because my highest goal/value is peaceful coexistence with others. The NAP is a recipe that produces that desired outcome. Morality is subjective until you have defined your ultimate values/goals. Once you have identified those, the rest is a matter of objective cause and effect.