I am trying to contextualize this discussion, given that my background in rhetoric and ethos is far removed from the background of the author.

So, I'm going to ask this simply (pun intended) to hopefully generate some useful complexity.

Is the goal of this analysis to systematize the implementation of pre-established ethical guidelines, or, as implied by Soulless Automaton's comment, to derive the ethical guidelines themselves?

Also, does this assume that ethics are derived from observing behavior and then selecting the best behavior given observed results? (If so, I would have to suggest most ethical choices are trained into people before they have enough experience to act outside of the ethical systems developed through our history. In effect, is this discussion assuming a tabula rosa that doesn't exist?)