What distinguishes a moral 'ought' from a non-moral 'ought'? Or, if you agree that all 'oughts' are relative to ends, what distinguishes a moral end from a non-moral end?
This is the question that has been bugging me as I fall asleep nights lately. I see two major contenders:
1. A distinctively moral end is one which everyone is expected (by someone) to weigh against any conflicting ends, perhaps even in an overriding way.
2. A distinctively moral end is one which has to do with the welfare of others.
The first option is attractive because it captures 'oughts' which don't seem to hinge on the welfare of others, but get clumped together in social discourse with 'oughts' that do. The second option is attractive because it tracks much more closely with what I personally consider the moral domain, or at least the morality I care about.
I suppose a third option would be to get even more narrow than (2) and only classify a specific normative ethic as morality properly-so-called. This is a historically popular route, but the next person who touts another normative ethic will reject it.
I'm leaning toward (1) because I'm not trying to demarcate the ends people should consider moral, but which ends they already do consider moral. And when people do consider an end to be moral, they tend to expect others to take it into account (at least) in all circumstances.
