How important is it for the player to be easily able to relate to the morality of the characters in a game? If you present players with a morality that is highly incompatible with their own morality, does it end up being intriguing or does it just make a player feel uncomfortable and alienated? Is it important to couple a radically different morality with a character that the player can identify as being an 'other'?
Just to create a concrete example, say a game contains a culture in which it was viewed as entirely normal to, say discard children if the parents think they've messed them up, or something equally ridiculous from the perspective of our culture. Like anytime before the kids 5th birthday, the parents can call a do-over. The player could be walking around a grocery story, and a kid throws a tantrum, and the parent just rolls their eyes, stick them with a syringe, and throws them in the garbage, and everyone around just looks at it as perfectly acceptable and understandable.
I'm assuming that this would at the very least make the player uncomfortable in the immediate sense. Can it be expected though that the player would make an attempt to acclimate to this different morality, or will they just be revolted? Do most players have any interest in assuming a different morality, or do players mostly hope to take their existing personality & morality and project it onto a new world? Would it make a difference if this culture was that of a race of weird looking bug-aliens instead of people, where a player would identify it as being an okay moral code for those gross things, but not for people?