For a long time i have been big advocate of Universally preferred behaviour, until i have done some reading up on the critique of the notion. Furthermore i have done some reading on Max Stirner, this comes with some pain as i have been believing it for so long that one should be moral and good to society. However there is no biological foundation to be moral, second of all UPB is only correct if one starts to categorise things with in its premise.
Morality is a difficult topic and one can argue that preference for truth over falsehood is a morally good thing, and it certainly is with in family and relationships that are important. However, not everyone is morally good and many people has sinister intentions and being honorable is very important. Most of all one has to have responsibility to ones integrity and thus be consistent and work for good reputation.