Every acting being has a morality, that is, has preferred ends and acts on those preferences. The ultimate end which lies behind every action is that end which is never a means to any other end – this ultimate end can be called satisfaction, happiness or pleasure.
Social norms should not be confused with asocial morality, that is, the correct choice of means to the attainment of the ultimate end. Of course, the majority of the problems associated with attaining satisfaction are social in nature. It is fairly straightforward for Crusoe to build a shelter in order to get relief from the elements which, in turn, will bring him satisfaction. The branches of a tree will never retaliate against him.
But it is more difficult to attain satisfaction through social relations. For instance, think of your parents, friends, spouses, employers, employees, bill-collectors, police, judges, Presidents, and so on. These people are all imposing their will upon you and resisting the imposition of your will upon them. And, unlike tree branches, they have a memory, they can connive and they retaliate or even aggress.