Towards a science of morals?
Drawing on Shweder's ideas, I would say that the second rule of moral psychology is that morality is not just about how we treat each other (as most liberals think); it is also about binding groups together, supporting essential institutions, and living in a sanctified and noble way. -Jonathan Haidt "What makes people vote Republican".
This explains why Obama and Clinton have such momentum- they understand the desire of many people to be in the in group, and for an authority figure that is also compassionate(I feel your pain). Obama especially appeals to a sense of higher purpose.
If these values are inate, then we must accept them and channel them.