"Killing is wrong, no matter what," is a very powerful and standard meme for heroes.
It is counter intuitive for someone who "loves people" to kill someone. It requires a less-biased assessment of expected utility than is typically performed. That's why I enjoyed the original quote; in the context of the movie, it made sense in the way of typical human failings for him to say no, and his body language and tone highly suggested he would do so right until the end.
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Interesting tidbit from the article:
I have long been thinking that the openly aggressive approach some display in promoting atheism / political ideas / whatever seems counterproductive, and more likely to make the other people not listen than it is to make them listen. These results seem to support that, though there have also been contradictory reports from people saying that the very aggressiveness was what made them actually think.
I think one of the reasons this self-esteem seeding works is that identifying your core values makes other issues look less important.
On the other hand, if you e.g. independently expressed that God is an important element of your identity and belief in him is one of your treasured values, then it may backfire and you will be even harder to move you away from that. (Of course I am not sure: I have never seen any scientific data on that. This is purely a wild guess.)