We each of us operate on an entirely immoral basis, acting in spite of our own principles, by a set of rules we conform to spontaneously. Only incidentally do those rules coincide with the moral law; they take the form, rather, of subtle rituals which are entirely our own affair.
(Jean Baudrillard, "Weep, Citizens!", in Libération, 21 August 1995; reprinted in his Screened Out, Chris Turner (Trans.), Verso, London, 2002, p. 76).