I think this can all be well related to objective views vs subjective and the individual vs society (which I call propriety after reading Smith's TOMS (almost reading). Fairness might not be definable in some forms but society does seem to collectively levate it's own version. It might not be ultimate or ideal but it is a helpful construct or marker if one wants to succeed in this world. Aligning one's views with the social norm, can be helpful for some reasons.