Thanks for the clarification. I think I agree with Nesov that conscious goals are not necessarily those that are socially acceptable. It may be that the conscious/subconscious distinction originally had much to do with signalling socially acceptable values, but I think since then our actual consciously held values have been the result of a memetic evolution where fitness is determined by many factors besides just "social acceptability". Otherwise it seems hard to explain why some people endorse utilitarianism, others endorse egoism, still others endorse Christian deontology, and so on, even when they live in the same society.

ETA: One example of such a memetic fitness "factor" is how well the values prescribed by the meme fits with our existing intuitions about what an ethical system ought to look like, which might in turn come from thinking about something that's not necessarily related, such as math. See my Why Do We Engage in Moral Simplification? for a more detailed example of this.