I guess it comes down to the question: Is morality something definite and set in stone, or is it a creation of the human species to facilitate civilization?
A few examples of situational ethics:
The most successful salesmen are the ones who are not only adept at conning others, but are able to con themselves into believing that the product they are pedalling is what you need.
The highest paid executives are those who are willing to make the really tough decisions, such as, "how many human lives is a cheaper bumper worth?"
"Liberals have no principles." -- Conservative credo
"Conservatives have no principles." -- Liberal credo
"Urban ghetto life is all about surviving by developing useful 'street-smart' strategies. That means figuring out who has power that can be used against you or to help you, whom to avoid, and with whom you should ingratiate yourself. It means deciphering subtle situational cues for when to fold, creating reciprocal obligations, and determining what it takes to make the transition from follower to leader." -- Philip Zimbardo
"We fought and died for every inch of this land." - Israeli West Bank settler