First of all, I am not even sure if I am chick-bait or boyfriend material. I have been in many relationships where after a will I stop paying as much attention. But its not like I have lost interest, there is always a precipitate.
My misguided sister, who I love dearly, is of the view that there are good and bad actions separate from the context and intent but I feel that nothing can be evaluated in isolation. I can appreciate her view point as the responsible first-born with a strong sense of propriety but right and wrong is a terrible simplification for a wide range of actions.
However, like everything in Freakonomics points out, people respond to incentives, which means there must be something about our society that cultivates and rewards that kind of behaviour.