Morality ≠ normativity

Where there is human practice there is bound to exist normativity, i.e. ideas about what is better or worse than its alternative. But not all normativity is moral in nature.
Although it may be for the best to pursue knowledge and truth in science and elsewhere, truth in itself involves a normativity to be explicated in non-moral epistemological terms.
It is basically a Kantian picture of philosophy that conceives beauty (and its cognates) as the third experiential domain guided by a kind of normativity in its own right.

To identify the peculiar moral kind of normativity, more work must be done.