Interestingly, I came across this article today that discusses how some game developers are trying to create a richer experience for the user by giving them moral decisions to make.
It cites can example from COD MW 2 where the protagonist has infiltrated a terrorist group, who attack and kill civilians at an airport. The player has to choose whether to join in, or abstain from killing the civilians and risk their cover being blown. WWJD?
Game designer Emil Pagliarulo says, "I think players simply get tired of experiencing the same things over and over and over in games. Frankly, it gets boring. When morality’s involved, the simple act of shooting a bad guy isn’t so simple anymore. You’ve got to ask yourself, 'Well, is he really the bad guy? Was he maybe just trying to defend himself? Should I really be doing this?' So just the act of questioning what you’ve done a thousand times before instantly makes it different, and more interesting, and therefore, in a lot of cases, more fun."