>face blindness

I think you're talking about narcissism. I believe it is responsible for a lot of extremist ideologies, and people are born like it if they are somewhere on the spectrum.

You're right, and I agree, there's not much further predictive power to be had in filling in the gaps between everyday and evolutionary goals. But it would be interesting.

Pleasure is a goal in itself. I think the function of pleasure is to reward us for achieving fitness benefits. There's a pressure to achieve fitness benefits, and hence, a pressure to seek pleasure. That's Freud's Pleasure Principle.

Like you say, I don't think goals can be moral in themselves. But some cause morality as we work jointly towards them, then others can lay claims on us and hold us accountable. Win-lose competition can't lead to morality as it's not a case of working jointly together.