Trying to actively control and shape the morals and ethics of a particular society to one's own whims. Nice people usually don't do this, they simply try to insert some reason and compassion into the world and hope that it causes some change for the better. Mean people like the religious right, fundamentalists, Adolf Hitler, and religious zealots publicly and openly attempt to morally engineer society, especially US society. Fortunately, there are way too many geeks for them to really succeed.