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That which protects or advances Theralis and its citizens, is obviously Good and Just and Virtuous. Naturally, there are hazt questions like "what constitutes protection, versus stifling" and "what constitutes advancement, versus destroying what we hold dear", but these are quibbles over the details of what is best, not whether or not whatever is best should be pursued.
A chauvinist who holds protection more dear is likely somewhat reactionary and conservative, and will seek to preserve "the way things are" for Theralis, while one who holds advancement more dear may see more glory in "the way things can be".
A number of variants on this can be used: a chauvinist who feels that all of Theralis should be made more like their home village, for example, or a chauvinist who wants to bring some of the greatness found in the outer world into Theralis.
According to the God Scrolls, there are six personal virtues (as opposed to the three birth virtues of Strength, Beauty and Intelligence). The order of priority varies from person to person, but together they are: Civility (including hospitality), Courage, Fortitude, Selflessness, Sense of Justice, and Truthfulness.
A virtuous person attempts to emulate those six traits, adopting them as much as possible into his or her personal life.
From the scroll virgins to the temple warriors, many believe that there are certain traits or virtues which connect to divinity. Those who pursue one or more of these (successfully) are said to have the sacred virtue, a selfless devotion to some aspect of the divine. Although some people doubt the veracity of the principle, most people respect those who pursue them.
Sacred traits and virtues are typically self-denial in some way (virginity, silence, poverty) or a lifelong mission quest (serving a temple or god, defending the weak, driving back the wilderness).