Agreed. If it happened that there were only a few different sets of terminal values in existence, then I would be OK with assigning different words to the pursuit of those different sets. One of those words could be 'moral'. However, as is, the set of all terminal values represented by humans is too fractured and varied.

A large chunk of the list Eliezer provides in the above comment probably is nearly universal to humanity, but the entire list is not, and there are certainly many disputes on the relative ordering (especially as to what is on top).