Perplexed:

But a lot of people are not consequentialists - they are deontologists (i.e. believers in moral duties).

Actually, my impression is that the overwhelming majority of people are practitioners of folk virtue ethics in their own personal lives. (This typically applies to the self-professed consequentialists and deontologists too, including those who have made whole academic careers out of advocating these ideas in the abstract.) I expanded on this thesis once in a long and somewhat rambling comment, which I should rewrite in a more systematic way sometime.

It mostly boils down to maintaining and enforcing an elaborate system of tacit-agreement focal points in one's interactions with other people, and priding oneself on being the sort of person who does this with consistent high skill, which is one of the basic elements of what the ancients called "virtue." (Of course, when it comes to views that don't have practical relevance for one's personal life, it's mostly about signaling games instead.)