Minor point: I find Julie-and-Mark-like examples silly because they ask for a moral intuition about a case where the outcome is predefined. Our moral intuition makes arguments of the form "behavior X usually leads to a bad outcome, therefore X is wrong". So if the outcome is already specified, the intuition has nothing to say; nor would we expect it to, since the whole point of morality is to help you make decisions between live possibilities, so why should it have anything to say about a situation that has already happened/cannot be altered?
Or to put it another way, I'm surprised no one said something to the effect of "Julie and Mark shouldn't have had sex because at the time they did they had no way of knowing that it would turn out well, and in fact every reason to believe it would turn out very badly, based on the experiences of other incestuous siblings."
For concreteness, imagine a different story where Julie and Mark decide to play Russian roulette in their cabin (again, just for fun). They both miss the bullet, no harm results, and they never tell anyone etc. etc. So what was wrong with their actions?
I think most people would be able to handle that one very quickly. So the really interesting question is why no-one comes up with such an explanation in the incest case.
...Expecting evolved moral instincts to conform exactly to some simple unifying principle is like expecting the orbits of the planets to be
Joshua Greene has a PhD thesis called The Terrible, Horrible, No Good, Very Bad Truth About Morality and What To Do About It. What is this terrible truth? The essence of this truth is that many, many people (probably most people) believe that their particular moral (and axiological) views on the world are objectively true - for example that anyone who disagrees with the statement "black people have the same value as any other human beings" has committed either an error of logic or has got some empirical fact wrong, in the same way that people who claim that the earth was created 6000 years ago are objectively wrong.
To put it another way, Greene's contention is that our entire way of talking about ethics - the very words that we use - force us into talking complete nonsense (often in a very angry way) about ethics. As a simple example, consider the use of the words in any standard ethical debate - "abortion is murder", "animal suffering is just as bad as human suffering" - these terms seem to refer to objective facts; "abortion is murder" sounds rather like "water is a solvent!". I urge readers of Less Wrong to put in the effort of reading a significant part of Greene's long thesis starting at chapter 3: Moral Psychology and Projective Error, considering the massively important repercussions he claims his ideas could have:
As an accessible entry point, I have decided to summarize what I consider to be Greene's most important points in this post. I hope he doesn't mind - I feel that spreading this message is sufficiently urgent to justify reproducing large chunks of his dissertation - Starting at page 142:
One might well ask: why does any of this indicate that moral propositions have no rational justification? The arguments presented here show fairly conclusively that our moral judgements are instinctive, subconscious, evolved features. Evolution gave them to us. But readers of Eliezer's material on Overcoming Bias will be well aware of the character of evolved solutions: they're guaranteed to be a mess. Why should evolution have happened to have given us exactly those moral instincts that give the same conclusions as would have been produced by (say) great moral principle X? (X = the golden rule, or X = hedonistic utilitarianism, or X = negative utilitarianism, etc).
Expecting evolved moral instincts to conform exactly to some simple unifying principle is like expecting the orbits of the planets to be in the same proportion as the first 9 prime numbers or something. That which is produced by a complex, messy, random process is unlikely to have some low complexity description.
Now I can imagine a "from first principles" argument producing an objective morality that has some simple description - I can imagine starting from only simple facts about agenthood and deriving Kant's Golden Rule as the one objective moral truth. But I cannot seriosuly entertain the prospect of a "from first principles" argument producing the human moral mess. No way. It was this observation that finally convinced me to abandon my various attempts at objective ethics.